Clemenger BBDO Melbourne: Myer’s ambassadors let you into their world

Department store advertising has tended to use its ambassadors as clothes horses. If there was a story, it was told from a distance, as an observer, usually visually.

Clemenger BBDO Melbourne has taken Myer down a different road, one that fits in with the current fashion trend of individuality, of questioning norms and “rules”. One that plays on our fascination with wanting to know what makes celebrities tick, and underlines Myer’s platform, Myer is my store.

The new fashion campaign, Layers of Me, features six mini-profiles of Myer ambassadors. Asher Keddie; Kris Smith; Elyse Knowles; model and social worker, Jasmin; and model and wellness leader, Rhys, tell the story of who they are and explain their personal style. Of course, the backdrop to these docos is an array of fashion items. But this time the personality is in the forefront and the clothes stand behind.

The campaign is running across catch-up TV, online video, social, OOH, print and in-store. There will also be a personalised digital shopping experience on myer.com.

Hilary Badger, creative director at Clemenger, explained, “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.”

Myer spokesperson, Gemma Hunter added, “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.”