Myer is all aboard the Christmas train as we hurtle towards the festive season, launching its 2015 campaign this weekend.
Created by Clemenger BBDO Melbourne, the ‘Where Christmas Comes For Christmas’ campaign is a 60-second stop-motion film that features four festive characters making their way through a winter wonderland on the hunt for their Chrissy gifts.
Created with Aardman, the Academy Award-winning animation studio of ‘Wallace & Gromit’ and ‘Shaun the Sheep’, the four-month production process saw each of the characters sculpted by hand and filmed frame by frame.
Clemenger BBDO Melbourne creative director Evan Roberts said, “Myer has always been a destination for Christmas. We figured that goes for everyone, including little Christmas icons like reindeers and elves.”
Creative director Stephen de Wolf added, “We wanted to bring a little bit of magic back to Christmas this year, but without being typically saccharine about it. The result is something beautiful and whimsical, but with a uniquely Australian tone. We hope you like it.”
Beyond the brand film, the story of these characters runs through retail TVCs, posters, press, microsite, social, catalogues, shopping bags, staff uniforms, wrapping paper, gift cards and visual merchandise displays, with the campaign designed to direct consumers towards Myer’s Christmas gift destination, the ‘Giftorium’.
Myer chief merchandising and marketing officer and deputy CEO, Daniel Bracken, said, “Christmas is a time when a Department Store comes into its own.”