Myer Hops On Board The ‘Santaland Express’ In Playful New Campaign Via IdeaWorks & Sixty40

Myer Hops On Board The ‘Santaland Express’ In Playful New Campaign Via IdeaWorks & Sixty40
SHARE
THIS



IdeaWorks by Y&R has collaborated with Sixty40 director Kyra Bartley to create an experiential Christmas campaign that takes children on a magical train ride to visit ‘Santaland’, the department store’s regular in-store Christmas instalment. 

Titled ‘Santaland Express’, Sixty40 was briefed to create a two-minute CGI and live-action combined film that transports viewers through a journey to Santaland. 

Boarding at ‘Myer Central Station’, the adventure travels into the outback before heading up into the clouds and back down to the North Pole.

Housed inside purpose-built train carriage installations located across major department stores around the country, the film is viewed through actual windows built into the carriage walls to create the illusion of watching a fantastical world whizzing past outside.

Working closely with Heckler CG lead artist Luke Carvell, Bartley said one of the main project challenges was adapting to the scale of screens they delivered across.

“There are four screens on each side of the train, so it was essentially a hyper-wide screen aspect showing a constantly travelling world outside,” she said.

“It meant there was a lot of ground to cover and much content to create for the experience to come to life. Luke devised a balanced and seamless combination of live action footage, 3D and high-res stills to give us plenty of room to play in a world that felt engaging and fun.”

To achieve a fantasy look and feel, Bartley approached the project by incorporating a dual sense of time. Foreground elements move at real-time speed, while background elements and skies move in time-lapse, taking the viewer from day to night and back to day again.

Sixty40 senior producer Charu Menon said: “After the success of last year’s collaboration with Myer on its Wonderland Lift, we were pumped to take on another experiential campaign designed to get families and children into the Christmas spirit.”

Y&R’s regional head of retail for Australia and New Zealand, Danny Lattouf, said: “Myer has such a strong Christmas legacy, and we were humbly charged with delivering a truly special experience for tens of thousands of kids in Australia.”

“We were inspired by the opportunity to bring the things we loved about the traditions of celebrating Christmas as children and pair that with the incredible innovations we experience through technology today. 

“Our aim was to create the ultimate Christmas adventure – a place where childhood Christmas never ends.”

For a behind-the-scenes view of the Santaland Express, click here. 

CREDITS

Client: Myer

Agency: IdeaWorks by Y&R

Art director: Tom Denton

Copywriter: Tina Funder

Account director: Jacinda Tree

Account executive: Caitlin Thomas

Senior producer, Y&R: Meredyth Judd

Animation: Sixty40

Director: Kyra Bartley

Senior producer: Charu Menon

Director of production: Rupert Brown

Behind-the-scenes photography: David Collins

Post-production: Heckler

Executive producer: Will Alexander

VFX supervisor: Jamie Watson

CG lead artist: Luke Carvell

Compositor lead: Bertrand Polivka

Colourist: Greg Constantaras

Lead production and installation agency: Active Display Group

Screens and media players: Lymlive Media

Santa and helpers staffing: Solution Entertainment

 

Latest News

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great
  • Marketing

Enero Agencies Team Up To Reveal What Makes A Brand Truly Great

Insight and strategy consultancy The Leading Edge has conducted research into what makes a brand great. In partnership with its sister Enero group agencies Hotwire and Orchard, the report identifies five specific roads that take brands from good to great to greatness. The findings reveal that brands which encompass greatness have five distinct qualities: passionate vision, a sense […]

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation
  • Campaigns

HP & Planet Ark Help Aussies Face Up To Plastic Pollution With Monster Installation

Australia is home to some of the deadliest predators in the world. But nothing has posed a greater threat to our environment and marine life than single-use plastic. A new report by HP and Planet Ark released last week found that Aussies rate marine plastic pollution as their top concern when it comes to environmental […]

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]