Myer and Clemenger BBDO Melbourne have launched a new campaign titled Australia Lives Here. The campaign showcases the role Myer has played in Australia’s history and the continuing role Myer plays today as Australia’s largest Department Store, delivering the trends and products that shape our lives.
At the heart of the campaign is a list of 100 items sold by Myer between 1900 and 2000 that have brought about significant moments of societal change. Items like the Coolgardie Safe, the first TV or the first vacuum. The memories these products created and the role they have played in Australian households will feature across TV, digital, outdoor, print and social.
Through the campaign these classic products are juxtaposed with their modern equivalent. The old pocket watch has been replaced by the FitBit, and old toy tin planes replaced by drones.
From 8 August – 15 September there will also be an interactive exhibition at Myer’s iconic Bourke Street store in Melbourne, and to complete this exhibition Myer is asking for Australians help.
Some 30 items on the exhibition list are missing and Myer is calling on people who have these items to submit their story at australialiveshere.myer.com.au/. If you have one of the original items, you’ll be in with a chance to win its 2017 equivalent.
Stephen de Wolf, executive creative director at Clemenger BBDO said, “As a department store Myer has played such an integral role in shaping Australian lives. So many timeless products have been brought to our shores by Myer and deciding which ones to highlight was hard. We’ve got the ball rolling but this campaign will really come to life when we hear from others.”
Michael Scott, Myer executive general manager brand, marketing and loyalty said, “Every Australian has a Myer story to share. For my family, it was always a special occasion heading in to town from country Victoria for a shopping experience at Myer, and those memories and products have stuck with me over the years. Through Australia Lives Here, we are keen to hear from our customers on how these iconic products have played a role in their lives. This campaign and exhibition celebrates the beautiful stories that Australians have to share, and documents the rich history of our country.”