Myer is launching its 2016 Mother's Day campaign, created by Clemenger BBDO Melbourne.
The
campaign centres around Myer's increasing focus on individuality, in
particular, personalised experiences and gifts. Mother's Day is often
reduced to a generalised celebration of all mums, but Myer believes it
should in fact be a personalised celebration of your mum.
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Daniel Bracken, Myer chief merchandising and marketing officer and
deputy CEO, says Mother's Day is always an important time for customers.
Says
Bracken: "This year, we wanted to find a way to make Mother's Day more
meaningful. Building on the success of our Christmas Giftorium, we are
offering customers an expanded range of personalised experiences
in-store and helping our customers find unique and special ways to let
their mums know how special they are."
The campaign's development process saw 26 women's names individually
hand embroidered by Sydney artists Maricor/Maricar along with a full
alphabet, all of which was then brought to life by animation and
graphics house Flutter, part of the Jacky Winter group.
Myer is
bringing the campaign to life in-store with personalised Mother's Day
cards, personalised wrapping paper and an on-the-spot embroidery service
at flagship stores.
A 'making of' film featuring Maricor/Maricar and their mum Filomena is running across paid social channels.
Client: Myer
Chief Merchandise & Marketing Officer and Deputy CEO: Daniel Bracken
GM Marketing Strategy & Communications: Natalie Warren-Smith
Senior Marketing Manager Retail Events & Services: Joanne Brennan
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Creative Director: Carolyn Mackintosh
Creative team: Jonnine Standish & Alberta Gunner
Art Director: Thalia Economo
Art Director: Rupert Carr-Gregg
Senior Producer: Emma Johnson
Operations Director: Sharon Adams
Group Managing Director: Simon Lamplough
Business Director: Kellie Lennon
Senior Account Director: Sam McConnell
Production Company: Flutter
Director: Dom Bartolo
Producers: Fushia O'Hara & Samantha Raphael
Artists: Maricor/Maricar
3D Animation: Ash Millott
2D Animation: Ash Millott, Chris More, Stephen Elliget