MYER "Give Registry - Towel" (2016) 1:00 (Australia)

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