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
Larissa Meikle
By Larissa Meikle
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

 

Please login with linkedin to comment

IdeaWorks Myer Santaland Express sixty40 Y&R

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

Recommended

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]