Myer
Made For This
2020 presented challenges that confronted us globally, as a nation and as individuals. Businesses and brands were tested as never before. Myer is an upmarket department store that has been a family name for decades, offering fashion that is both aspirational and attainable for Australian women.
Role
Creative Concept
Art Direction
Digital Rollout
The Made For This campaign responded to global challenges with a local focus, highlighting attributes that make Australians, and Australian women in particular, so remarkable. They are strong, resilient, wily, and adaptable. 2020 was tough, but Australian women are tougher.
At the time of the campaign launch, community spirit was defeated and confidence was down, it signalled the perfect time to inspire Australians and celebrate their strength and style.
The Made For This campaign features a dynamic cast, capturing character traits such as strength, grace, a united sense of playfulness, and reflects qualities showcased in the Myer SS21 fashion launch.
Additional Credits
Agency: Clemenger BBDO
Creative Director: Daniel Pizzato
Director: Gracie Otto
Photographer: Simon Upton
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