For the third year in a row, Myer’s Christmas characters – Elf, Reindeer, Mouse and Angel – are back courtesy of the latest work from Clemenger BBDO Melbourne.
This year’s launch film, titled ‘Elf’s Journey’, sees Elf become frustrated at Reindeer, Mouse and Angel for not taking Christmas seriously enough. Elf duly sets out in search of more dependable decorations who share his dedication to the season. Despite meeting many new decorations on his journey, Elf realises that Christmas should be spent with those he loves, and returns home to be reunited with his gang.
As in previous years, the campaign has been created with Aardman – the Academy Award-winning animation studio of ‘Wallace & Gromit’ and ‘Shaun the Sheep’ fame.
The film launched yesterday (Sunday 12th November) via an MCN partnership that sees it feature exclusively across Ten and Foxtel for the first 24 hours. And in a bid to help all Australians have a magical Christmas together, Myer is also donating $1 to The Salvation Army for every share of ‘Elf’s Journey’ on Facebook.
Alongside the film, Elf and his friends are featuring in Myer’s Christmas windows for the first time as well as in a printed children’s storybook titled ‘The completely and utterly, absolutely perfect Christmas’, available to purchase in all Myer stores and online at myer.com.au.
The storybook is brought to life with ‘Elfvision’, an Augmented Reality App that sees the pages magically come to life when viewed through a mobile phone or a tablet. ‘Elfvision’ is also being used to bring Myer’s seasonal catalogues, gift cards, gift tags, Instagram walls and an AR treasure hunt in all Myer stores to life too. It’s available for download in the iTunes and Google Play stores.
Merchandise featuring the popular characters is available in all Myer stores, rounding out Myer’s most integrated and involved Christmas campaign ever.
Michael Scott, Myer’s executive general manager, brand, marketing & loyalty said, “We’re excited to share Myer’s story in the lead up to Christmas and to bring back our much-loved Christmas characters. Myer makes shopping such a positive part of Christmas and we’re delighted to bring a host of new initiatives to market as part of this campaign, in particular our first venture into the world of Augmented Reality”
Clemenger BBDO Melbourne ECD, Stephen de Wolf. said, “The heart of this year’s story is the meaning of togetherness at Christmas. And at a time of year when many Australian’s and their families may be finding it tough, the hope is the important partnership between Myer and the Salvation Army can make their Christmas together a little better. We’re delighted to see our characters back for a third year, and having the story come to life in Myer’s iconic Christmas windows is truly special.”
DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]