Everyone is familiar with a gift registry, for weddings and what not. But Myer and the Salvation Army has created a Give Registry. Where you can purchase items and donate them to victims of domestic violence who have had ot leave their homes. In this spot we hear a woman (an actual victim of abuse) who has gone through so much describe what it's like to just be able to take a shower and dry off with a fluffy towel-- something we take for granted every day. But for her in that situation, having had to flee her home, that little bit of kindness, and touch of femininity means the world. It's heartbreaking to hear her voice over as she chokes up, but life-affirming to know people are there to help. I really love the sensitivity this displays. By letting the voice speak off camera and focus on the towel it makes us see the item in a whole new light. Really nice. The Give Registry is an ongoing initiative and will run year-round in all Myer stores.

Client: Myer 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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