A blast from the past
Myer – Australia Lives Here
Birthdays! What a time. Some use the opportunity to take stock of all they’ve achieved, some see them as a chance to look ahead and the rest of us throw ourselves under the blankets and refuse to acknowledge their existence.
This year, Myer celebrated a centenary – and that’s not something worth ignoring! So to mark the occasion, Clemenger BBDO Melbourne selected 100 of the items sold in Myer between 1900 and 2000 that were instrumental in bringing about societal change with the aim to exhibit them alongside their modern-day counterparts in a campaign named ‘Australia Lives Here’.
Flutter worked with Clemenger, Jacky Winter artists Beci Orpin, Harry Slaghekke, Vince McIndoe and Nancy Liang and photographer Paul Torcello to produce 10″, 15″ and 30″ spots in 16:9 and 1:1 ratios for television and social media sharing. The 6 films that Flutter produced were used to either promote the overall campaign or call to arms anyone in possession of one of the 30 coveted Myer products yet to complete their archives.
Our key objective was determining how to progress the films from the vintage-advertisement inspired illustrations to the photographic depictions of their modern-day equivalents. By separating each artwork’s layers onto varying planes, we manipulated the depth of field to create a revolving platform from which the films could transition seamlessly between the two. Beci’s, Harry’s and Vince’s artwork and Paul’s photography were also animated further to add a uniting element between the juxtaposed mediums.
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