Find Your Feeling
A sprawling brand and retail campaign for Myer that used emotion to sell everything to everyone.
The Thinking: Myer is one of Australia's largest retailers, with hundreds of categories, thousands of products, and millions of customers. Yet we needed a single campaign that would work for them all. So starting with the insight that emotion, not logic, drives most purchase decisions, we developed an idea that encouraged all Australians to shop by feeling.
My Core Remit: Concept Development, Copywriting & Messaging
Putting Emotion In Every Isle
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Turning Feelings Into Features
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Putting Emotion In Every Isle — Turning Feelings Into Features —
We made sure Australians knew they could find any feeling at Myer — from bold fashion to peaceful bedding.
Critically, Find Your Feeling didn't stop at awareness. It extended across every paid, earned, and owned channel — including those that don’t usually get much love, like online stores.
Paid social got its own creative, not just shrunken billboards. Each execution used native formats and mechanics that maximised engagement, while keeping every post unmistakably Myer.
Category-specific catalogues pushed the emotion even further, inspiring high-intent shoppers with the information needed to convert from browsing to buying. Each catalogue was tailored to the emotional territory of its category, making even functional purchases feel like meaningful ones.
EDMs reached Myer's existing customer base with emotional cues matched to their interests. By connecting product to feeling, each send provided reason to click that went beyond features and benefits.
Find Your Feeling was present across every touchpoint, reinforcing the association between Myer and feelings no matter where the customer was.
Find Your Feeling stretched all the way to clearance. We kept the campaign’s equity intact even at the most promotional, price-pointed part of the funnel.
Find Your Feeling was part campaign, part creative system. It united every single piece of Myer’s sprawling communication ecosystem.