Grey Melbourne has launched a new integrated campaign to highlight an innovative Australian-first fashion marketplace app called Shedd.

Recently launched in Australia, Shedd is free to download and use for both buyers and sellers, allowing people to easily sell unwanted clothes. Shedd also takes the guilt out of purchasing new clothes and accessories by helping to turn wardrobes into a mini economy.

The Grey campaign, developed in collaboration with Ikon Communications and Adhesive, highlights the reasons people might want to Shedd items from their wardrobe, and goes live this week across TV, cinema, large format outdoor, magazines, digital & social support.

To further build awareness, Shedd also enlisted the help of Elle Ferguson, Mel Tan – Joy Hysteric, Melissa Whitelaw and Poppy Lissiman to support the campaign by shedding items for the app’s launch.

Shedd founder Alex Hutley said, “Shedd was born to enable guilt free shopping. We believe in personal style as a way for individuals to express themselves freely, relive stress and just have fun.

“The Shedd product enables people to buy more of what they want, because the app creates a sustainable cycle of reselling the items that they have fallen out of love with – extending the lifecycle of fashion.

“The Shedd It campaign perfectly conveys this vision by combining current culture, underlying humour and some killer punch lines. It’s been great fun working with all our partners in Australia, and seeing the vision of our agencies come to life.”

Lauren Doolan, associate creative director, Grey Melbourne commented, “Fashion addicts have a long list of reasons to shop. They also have a list of reasons to sell – we just needed to point a few out.

“Those clothes that don’t fit, those threads that have been worn to one too many functions, or that you’ve simply fell out of love with. They all have a place on Shedd.”

Client:  SHEDD

Alex Hutley – Founder

Digital Marketing Manager – Costanza Brusasca

Brand Manager – Fadeelah Al-Horaibi

Agency: Grey Melbourne

Michael Knox – Chief Creative Officer/Managing Partner

Lauren Doolan – Associate Creative Director

Sally Richmond – Associate Creative Director

Ryland Summers – Copy Writer

Katie Wellbelove – TV & Print Producer

Claudia McInerney – Managing Partner

Danish Chan – National Planning Director

Matt Simms – Digital Planner

Hazel Tiernan – Business Director

Belle Thompson – Account Manager

Nicolas Brosse – Digital Producer

Renee Luri – Design Director

Katja Matters – Designer

Jason Doherty – Designer

Andrew Trewern – Designer

Media: Ikon

Lisa Mier – Business Director Media

Brendan Dodd – Strategy Planner

Artemis Pattichi – Digital Director

Steven Taylor – Trading Director

Tony Maplestone – Communications Manager

PR: Adhesive

Mike Maurice – MD

Sally Crampton – Senior Account Manager

Louise Acret, – Content Strategist

TV Production Company – Velvet

Director – Cloudy Rhodes

Creative Direction – Jeffrey Darling

Producers – Imogen Darling- Blair & Marge McInnes

Executive Producer – Sarah Blair

Music producer – Charlie O’Brien

Editor – Adam Wills

Colourist – Justin Bromley

Print Production Company: Coco Productions

Photographer: Scott Newitt

Producer: Samantha Lee

Retouching: Jesper Hede