New fashion app tells you to ‘Shedd it’ in new integrated campaign via Grey, Melbourne
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.
Says Alex Hutley, founder, Shedd: “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.”
Says Lauren Doolan, associate creative director, Grey Melbourne: “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
13 Comments
The apps not on in the apple app store
It looks great guys, has the right fashion credentials and not too much OTT advertising. Well done.
Lookin’ good
I noticed these on buses and thought they looked good, but I didn’t realise what it was about until i read this.
I reckon a lot of people still won’t realise it’s an app for re-selling clothes.
@Jumped the gun
The SHEDD application is available on the Appstore: https://itunes.apple.com/app/id915706402?mt=8
Ya know, that’s really quite good.
sheeeeeeeddd i like it !
Simple. Smart.
Nice looking stuff.
Seen it around.
super nice!
Does anyone know what the song is in the TV add?
Style over substance, they don’t tell you anything
I saw a bus shelter ad and had no idea what the product was or what I was supposed to do. I went to Elle’s Twitter account!
And also . . . reducing women to body parts? Yuck.