Denim for Now
A dynamic, contextually-aware campaign that helped Myer own denim, delivering a category sales lift of 27%.
The Thinking: Society's ever-relaxing dress codes meant that denim could now be worn at any time of day — but Myer wasn't capitalising on it. So we developed a campaign that positioned Myer as the definitive provider of denim for any time of day, turning a cultural shift into a sales driver.
My Role: Creative Leadership, Creative Strategy, Concept Development, Copywriting & Messaging
Relevance at Every Hour
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Dynamic Creative at Scale
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Relevance at Every Hour — Dynamic Creative at Scale —
The campaign's central innovation was its dynamic, time-specific creative — which included a live clock (an Australian first). This resulted in advertising that felt less like it was talking at people, and more like it was in it with them. This contextual relevance delivered a boost to engagement, and helped drive the campaign's massive commercial performance.
Social executions were built platform-first, adopting the visual language audiences were already engaging with to make Myer's message feel native. And of course, the campaign's time-of-day logic translated into digital perfectly.
A custom time-of-day filter for Myer’s online store turned the campaign's proposition into a shopping tool, reducing the fiction between inspiration and transaction.
EDMs used the depth of Myer's denim range to reinforce our message, turning an advertising claim into a credible, shoppable reality.
The strength of our idea meant it didn't need product or lifestyle imagery to land. Copy-only placements kept our message consistent across the entire customer journey, from awareness to consideration to click.
As the campaign matured, our messaging courted conversion, while still feeling completely connected to everything that came before it.
It’s brand and retail, working as one.
