Clemenger BBDO Melbourne has read the mood of the moment perfectly and Myer is reaping the reward. This year’s Myer Christmas campaign encourages Australians to celebrate all the moments – weddings, birthdays, end-of-school, Easter, anniversaries, Mother’s Day, Father’s Day…that they’ve missed out on this year and make this Christmas even Bigger than Christmas.
And it’s doing so in a gloriously humorous 100-second original anthem by Sweetshop director, Nick Kelly, that’s as big as the idea.
From birthday parties, Mother’s Day, Father’s Day, anniversaries, Easter, and weddings that have had to be put on hold or celebrated in isolation – Australians will be packing it all into one day where they can celebrate it all.
The campaign will run in advertising, visual merchandising, stores and digital platforms. It will also include Myer’s ultimate, curated, one-stop Giftorium experience, which includes an exclusive partnership with Disney. In addition, Myer Gifticians will solve all gift-giving needs to suit all ages and budgets, there will be complimentary gift wrapping along with the option for customers to round up their purchases at the point of sale, with proceeds going to charity.
Myer chief customer officer Geoff Ikin, commented, “Our Bigger than Christmas campaign is about focusing on the joys of coming together and celebrating this Christmas like never before.
“For a year that’s been like no other, this campaign has never been more culturally relevant, and is something we will all be able to relate to. We hope it provides joy and inspiration for Australians to really celebrate this Christmas and, for that matter, all the other occasions that have been missed this year.”
Clemenger BBDO Melbourne executive creative directors, Jim Curtis and Ryan Fitzgerald, added, “It has been one hell of a year. However, out of the mayhem comes the opportunity for Australians to have a Christmas like never before—to cram all that we have missed into one chaotically wonderful day. And there’s only one store where you can find the perfect gifts for such a rare occasion: Myer. So this year we hope everyone has a very merry birthday and a happy new mother’s day.”
Ikon’s media approach for the campaign is also bigger than big. In-depth partnerships will ensure Myer creates and owns the relatable conversation and highlight that the perfect gift is at Myer no matter who or what the gift is for.
Credits:
Creative Agency: Clemenger BBDO Melbourne
Production Company: The Sweetshop
Director: Nick Kelly
Executive Producer: Llew Griffiths
Managing Director:Edward Pontifex
DOP:Stefan Duscio
Music: Electric Dreams & Level Two Music
Sound: Electric Dreams & Squeak E Clean
Offline Editor: Bernard Garry @ The Editors
Post Production: The Editors
Media: Ikon
Client: Myer
Chief Customer Officer: Geoff Ikin
General Manager Marketing: Gemma Hunter
Marketing Manager: Emma Heinceslater
Social Media Manager: Bridget Thompson
Head of Media: Aaron Achurch
Media Manager: Mel Touma
National Publicity: Claudia Hackworth
