Myer is taking a nostalgic turn in its latest ads from Clemenger BBDO Melbourne.
The 'Australia Lives Here' campaign showcases Australian lives and history through 100 products that were sold at the department store between 1900 and 2000.
Myer says the ads aim to bring the past to life at the same time as showing that shopping at Myer is as integral to Australian life now as it has been for generations.
The list of 100 items has been selected because they each shaped Australian lives or brought about significant moments of societal change in Australia - from the first vacuum cleaner, to the first television, the first Prue Acton dress or the first-generation iPhone.
As well as featuring in the ads, the products will be on display at a gallery-style exhibition at Myer's iconic Melbourne store on Bourke Street between 8 August– 15 September.
The department store is also looking to customers to help complete the gallery exhibition and locate 30 missing items from the list. It's hoping customers around the country may have some of the vintage items in their own homes. If any are located, Myer will give the customer a modern day equivalent of their item, as well as returning their vintage item after the exhibition.
Michael Scott, Myer executive general manager brand, marketing and loyalty, says: “Every Australian has a Myer story to share. For my family, it was always a special occasion heading in to town from country Victoria for a shopping experience at Myer. Those memories and products have stuck with me over the years.
“Through Australia Lives Here, we are keen to hear from our customers on how these iconic products have played a role in their lives. This campaign and exhibition celebrates the beautiful stories that Australians have to share and documents the rich history of our country.”
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