Bye-bye fashion eye candy. Hello, making the brand useful.
“Australia’s largest department store retailer, Myer, celebrates Ninety Days of Summer in its new 2015 spring/summer campaign created by Ogilvy Melbourne, launching this week,” the press release began.
“Sigh,” I thought. [ed]
Then I watched the ads.
“Wow,” I said.
The campaign blurb states, “Beautifully shot in Fiji, against a backdrop of azure skies, palm trees and white sand depicting the very best summer has to offer, Ogilvy Melbourne’s campaign features ‘Face of Myer’, Jen Hawkins and a team of models showcase Myer’s new season looks and trends.”
That’s so yesterday. And this campaign is not.
These ads have something to say. And that is that you can use the clothes you buy from Myer to shape your day, and you can buy these effect-makers online or in store.
Two 30 second TVCs (his, and hers) will air on free to air and paid TV throughout Australia’s 2015 spring/summer fashion season.
The campaign exteneds to catalogue, print, outdoor (Adshels, train stations, Emporium building digital display) plus digital and social media. Digital extension include Designer Behind the Scenes activity and a travelogue.
To produce the campaign, Myer partnered with TourismFiji.
“The new campaign strongly supports the proposition that Myer truly understands its customer and the way they live,” said Natalie Warren-Smith, Myer national sales and promotions manager.
Creative credits:
Agency: Ogilvy Melbourne
Creative director: Billie Georgieff
Writer: Cate Lane
