Myer has launched its new fashion campaign, Layers of Me via Clemenger BBDO Melbourne. The campaign features Myer ambassadors Asher Keddie, Kris Smith, Elyse Knowles, alongside model and social worker Jasmin and model and wellness leader Rhys.
Layers of Me runs across catch-up TV, online video, social, OOH, print and in-store. In addition to this there will be a personalised digital shopping experience on myer.com.
Says Hilary Badger, creative director at Clemenger BBDO: “Myer is my store, which means we want to understand our customers and our ambassadors as nuanced people, not just as faces. This campaign explores the layers of five individuals, showing their light and shade, triumphs and vulnerabilities – a truly human side, which fashion does not often explore.
“But with the new season comes the chance to add or take off layers of clothing, making this a simple, evocative metaphor for revealing content about the people who wear the clothes. We worked with Versus to create the films, a really refreshing collaboration with this director/DOP/editing/post team who brought to life the concept of layers visually.”
Says Myer spokesperson, Gemma Hunter: “Layers of Me brings to life the stories of the people who shop with us, their style, their personality, all that makes them who they are, the intriguing multi layers of life and style, we are deeply honoured to share their stories. This campaign marks a step change in approach for us, a deeper connection to our customer that will be ongoing across all our work this year.”
Shop the Edit – https://www.myer.com.au/content/layersofme
Gemma Hunter: General Manager Marketing
Candice Brown: Marketing Manager Fashion
Kyra Dymock: Marketing Specialist Fashion
Catherine Safadi: Marketing Specialist Fashion
Aaron Achurch: Head of Media, Digital and Data
Jadon Stewart: SEO Manager
Charlie Stroud: Senior Manager, Digital Marketing and Tech
Bridget Thompson: Community Manager
Caterina Martino: Digital Designer
Creative Agency: Clemenger BBDO Melbourne
Directors: Tayna Babic/Jason Sukadana/Brad Jarrett
Production Company: Versus
Photographer: Chris Ferguson
Stylist: Michael Azzollini/Tess Law