In this spot we hear a woman describing what a tea kettle means to her. Because this kettle means something else. You see, she's been a victim of domestic abuse. Has spent years worrying if a kettle might be turned into a weapon until she finally had the courage to flee. Now, away from that situation, she has a new tea kettle. One donated by a stranger as part of Myer's Give Registry, in partnership with The Salvation Army. Now the woman can have tea without fear of repercussions form a violent abuser. She can relax, knowing nothing bad will happen. Hell, as she says in the voice over, she can make a cup of tea at three in the morning if she wants. This is a powerful campaign and a powerful initiative from Myer. Give Registry is just an overall fantastic idea, and I love the way these were shot. By focusing on the item that's been given, we see it in a whole new light. But we also treat the victims with sensitivity they deserve.

Client: Myer and the Salvation Army Executive General Manager, Brand & Marketing: Michael Scott GM Marketing Strategy & Communications: Natalie Warren-Smith Marketing Specialist, Retail Events: Natalie Riley Community Relations Advisor: Kate Driessen Agency: Clemenger BBDO Melbourne Creative Chairman: James McGrath Chief Creative Officer: Ant Keogh Creative Director: Evan Roberts & Stephen De Wolf Creative team: Elle Bullen & James Orr Design Director: Jake Turnbull Group Managing Director: Simon Lamplough Senior Account Director: Sam McConnell Operations Director - Myer: Sharon Adams Executive Producer: Sonia von Bibra Senior Producer: Karolina Bozajkovska Production Company: Flare Flare Producer: Selin Yaman Director: Angie Bird DOP: Shelley Farthing-Dawe Art Director: Ben Bangey Score: Matt Gurry Editor: Sam Coates 3D / CGI Production: Cream Studios Managing Director / Partner: Steve York Producer: Jennifer Stone
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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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