Myer makes it personal this Mother’s Day in latest campaign via Clemenger BBDO, Melbourne

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

2D Animation: Ash Millott, Chris More, Stephen Elliget