Myer Radio Towel [audio] by Clemenger BBDO Melbourne

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Towel [audio]

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Industry Apparel & Accessories Stores, Department Stores & Shopping Malls, Charities, Foundations, Volunteers
Media Radio
Market Australia
Agency Clemenger BBDO Melbourne
Chief Creative Officer Ant Keogh, James Mcgrath
Creative Director Stephen De Wolf, Evan Robertsx
Creative Elle Bullen, James Orr
Production Flare
Director Angie Bird
Released August 2016

Awards

Cannes Lions 2017
Radio Radio & Audio: Corporate Social Responsibility Silver Lion

Credits & Description

Title: Towel
Agency: Clemenger Bbdo Melbourne
Brand: Myer
Country: Australia
Entrant Company: Clemenger Bbdo Melbourne
Advertising Agency: Clemenger Bbdo Melbourne
Pr Agency: Clemenger Bbdo Melbourne
Production Company: Flare Productions Bbdo, Melbourne
Creative Chairman: James Mcgrath (Clemenger Bbdo Melbourne)
Chief Creative Officer: Ant Keogh (Clemenger Bbdo Melbourne)
Creative Director: Evan Roberts (Clemenger Bbdo Melbourne)
Creative Director: Stephen De Wolf (Clemenger Bbdo Melbourne)
Editor - Offline & Online: Sam Coates (Finish Post Productions)
Sound Engineer: Paul Le Couteur (Flagstaff Studios)
Creative: James Orr (Clemenger Bbdo Melbourne)
Creative: Elle Bullen (Clemenger Bbdo Melbourne)
Managing Partner: Simon Lamplough (Clemenger Bbdo Melbourne)
Director: Angie Bird (Flare Productions)
Dop/Cinematographer: Shelley Farthing Dawe (Flare Productions)
Senior Integrated Agency Producer: Karolina Bozajkovska (Clemenger Bbdo Melbourne)
Producer: Selin Yaman (Flare Productions)
Music Composer/Arranger: Matt Gurry (Freelance)
Account Manager: Sam Mcconnell (Clemenger Bbdo Melbourne)
General Manager - Marketing Strategy And Communications: Natalie Warren-Smith (Myer)
General Manager Of Content & Experience: Kellie Lennon (Myer)
Script In English:
Woman: It was really cool. I don't know where the stuff was donated from. But, to be able to hop out of the shower and have these fluffy fancy towels, in that moment you.. you don't feel ermm very... fancy, or you don't... Woman (starts to cry): ...You don't feel very deserving.Woman (whimpering): And to be able to be supplied with towels, you're so grateful because you haven't done anything to deserve it. You haven't saved anyone's life, you've just flocked up from a shitty situation where you're asking everyone else to give you what you need. Which isn't an easy thing to do.Woman (still crying): To be given something that's so luxurious that someone that in a normally much better life would have, it made you feel special.V/O: When a woman leaves abuse, all she often leaves with, is her life.V/O: Help her start over. Purchase an essential item from the Myer and Salvation Army Give Registry, today.
Entry Summary:
At 117 years-old and with 60+ stores nationwide Myer is Australia’s oldest and largest Department Store. Despite being a strong supporter of local communities for many years Myer isn’t known for being socially progressive or taking a stand on societal issues. The Give Registry is the first occasion it’s chosen to do soAustralia is fundamentally a conservative and male-dominated society. Glass ceilings at work, unequal pay, and gender stereotyping are alive and well. This engrained inequality has allowed a sub-culture of violence against women to exist. Family Violence takes place behind closed doors all around Australia yet is rarely discussed. Despite Family Violence affecting 1 in 4 women in Australia there had been limited Government debate, limited support for women affected by Family Violence and limited media attention prior to 2016. Myer is the first corporate in Australia to take a stand.
Synopsis:
To promote Myer’s Give Registry – a collection of essential items people can purchase for survivors of abuse – we interviewed survivors of abuse who talk about what a difference these simple items can make to a woman who is starting over.In each ad a woman talks about what receiving new things meant to her when she was being re-housed. A set of plates she could leave safe on a shelf knowing they’d never be used as a weapon. A mug that signified the ability to have a cup of tea whenever she felt like it, or soft, fluffy towels that felt luxurious and special when she had nothing else to her name.Each of these things form part of Myer’s Give Registry, a list of 40 essential items that can be bought and donated to victims of family violence by Myer customers. Myer matches every donation one-for-one.