Denim for Now
Unrivalled breadth and depth of range is one of Myer’s key propositions. But how do you turn that into a denim-focussed fashion campaign? How do you make it sexy?
Well, my creative partner and I at Clemenger BBDO started with the insight that society’s ever-relaxing dress codes mean people can wear denim any time of day. That led to the development of a dynamic campaign that proved Myer had the perfect piece of denim for any time of day.
This campaign was a huge commercial success, resulting in a category sales lift of 27%.
Why’s it in my folio?
It’s proof that a fashion campaign can have a concept, and that when it does, it smashes established benchmarks.
Showing That Myer Has Denim for Now
Our creative was both contextual and dynamic, and our talent imagery was complemented with three elements that changed, depending on time and location: background gradients, contextual borders, and a live clock — which was a first for Australian OOH media.
Scroll-stopping Social
We turned our campaign’s typographic elements into the highlighted-text that was popular on social at the time, and animated our contextual backgrounds to make them stand out on the feed.
Digital Flexibility
The conceptual depth of this fashion campaign meant that it translated easily to all digital display formats, including banner units that only had space for copy.
Denim for Less
Towards the tail end of the campaign, our messaging pivoted to one with a bit more urgency, while still feeling completely connected to everything that came before it.
Show Me the Print!
Calm down, headline; it’s the same as the OOH. Except that the clock wasn’t live, obvs.
A Full Day for the Inbox
We told a deeper story with this campaign’s EDMs, exploring how particular denim fits into each part of the day.
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