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 Core Remit: Creative Leadership, 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 delivered an engagement-driving double-take, and made our message relevant to every reader, at the exact moment they read it.
Moving into social, we adopted the verbal and visual language of the platform’s users, making the campaign feel like part of the feed — not an interruption to it.
Performance creative drove sales without feeling disconnected from the 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.
As the campaign matured, it courted conversion, while still feeling connected to everything that came before it. A perfect example of how brand and retail can work as one.
Every element of this campaign, from its dynamic OOH creative to its time-of-day online shopping filter, made Myer the obvious choice for denim.