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 Remit: Creative Leadership, Creative Strategy, Concept Development, Art Direction, 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. This resulted in advertising that was relevant to every reader, at every moment they read it. The contextual relevance delivered a boost to engagement, and helped drive the campaign's massive commercial performance.
When moving into social, we adopted the verbal and visual language our audience was already using, making the campaign feel like part of the feed — not an interruption to it.
A custom time-of-day filter for Myer’s online store turned the campaign's proposition into a shopping tool, closing the gap between inspiration and transaction.
Performance creative drove sales — without feeling disconnected from the more brand-focussed work that came before it.
EDMs used the depth of Myer's denim range to reinforce our message, converting our 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 — from awareness to consideration to click.
As the campaign matured, our hero creative courted conversion, while still feeling completely connected to everything that came before it.
Brand and retail, working as one.
