The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Public Relations

Give Registry

Agency Clemenger BBDO / Melbourne

Client Myer
BACK TO RESULTS

Annual ID

OS_PR18029G

About the Work

Myer's 'Give Registry' is an innovative Corporate Giving idea that's driving a direct retail return. In a world where Corporate Giving and CSR are 'in vogue', the Give Registry is a best-practise case study for delivering big brand impact and incremental sales, as well as making a genuine difference to women affected by Family Violence. It's creatively brave, emotionally engaging, has delivered increased store-visitation, increased average spend-per-customer and a host or reputational benefits for the Myer brand. The campaign used multiple communications mediums and in-store activations to capture the imagination of customers and employees alike, and by raising over $1m a year will leave a lasting legacy. At a time when Department Stores around the world are struggling for relevance, the Give Registry has turned the traditional Gift Registry on its head and given Myer, Australia's largest Department Store, new momentum and meaning.