Sydney, 2nd November 2023: The festive atmosphere is in full swing as Myer, in a pioneering collaboration with Clemenger BBDO, rolls out its vibrant and thought-provoking Christmas initiative titled ‘Make Your Merry Meaningful.’ This robust campaign not only accentuates Myer’s stature as the go-to destination for festive gifting but also underscores the deeper sentiment behind the Yuletide season.
More Than Gifts: A Season of Deep Connections and Gratitude
Christmas at Myer isn’t merely about presents under the tree. It’s a clarion call to Australians everywhere to embrace the season as an epoch of genuine connection, love, and the essence of presenting gifts that carry profound meaning. With fun and engaging tag lines such as, ‘Tinsel their fancy’, ‘Save Santa from checking it twice’, ‘If you know ‘em, let it show, let it show, let it show’ the campaign comes to life across TV, BVOD, OOH, digital, social. Diving into multiple channels such as TV, BVOD, OOH, and an array of digital platforms, online, in-store VM and immersive in store experiences, gift wrapping and team member uniforms. Myer ensures that the festive vibe is felt universally.
Meet Wendell: The Wombat Soap With A Tale To Tell
Central to this heartening campaign is Wendell, an adorable wombat-shaped soap. Wendell’s journey, peppered with a series of thoughtless regifts across festivities, offers a compelling narrative. “It’s the thought that counts,” he fondly shares, reflecting on his own experiences as a recurrent re-gift, traveling from Christmas merriments to Hanukkah feasts.
Myer’s Promise: A Treasure Trove of Gifts For All
Guided by the resolve to ensure every gift mirrors significance and avoids the fate of our dear Wendell, Myer stands poised to assist Australians in their quest for that perfect gift. Catering to diverse preferences and budgets, Myer promises an array that leaves no one wanting.
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Geoff Ikin, Chief Customer Officer at Myer, shared, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment. We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year – from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family – we have everything all under one roof.”
Reimagining Festive Campaigns with Clemenger BBDO
Tristan Graham, ECD – Clemenger BBDO, encapsulated the campaign’s spirit by saying, “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s?”
Eager audiences can anticipate the ‘Make Your Merry Meaningful’ campaign to grace various platforms starting from Thursday, 2nd November, keeping spirits high until Christmas Eve.
CREDITS
Client: Myer
Chief Customer Officer – Geoff Ikin
General Manager, Marketing – Gemma Hunter
Senior Marketing Manager – Laura Entwistle
Agency: Clemenger BBDO
Chief Creative Officer – Jim Curtis
Exec Creative Director – Tristan Graham
Creative Director – Chris Wilson
Creative Director – Daniel Pizzato
Creative Lead – Jess Moses
Senior Art Director – Elsa Mahlstedt
Art Director – Zoe Perrin
Art Director – Casey Henderson
Art Director – Bec Spiller
Senior Copywriter – Hazel Squire
Senior Copywriter – Vanessa Bruzzaniti
Copywriter – Riana McKenzie
Lead Designer – Sade Ballestrin
Craft Designer – David Anderson
Craft Designer – Richie Rossi
Designer – Ant Yee
Chief Strategy Officer – Jacqueline Witts
Planner – Helena Duniec
Managing Director – Julian Bell
Managing Partner – Anita Deutsch-Burley
Group Business Director – Charlotte Stevens
Senior Business Director – Carrie Hack
Business Director – Renee Yiannakis
Business Director – Laura Keating
Senior Business Manager – Gabriela Jao
Business Manager – Emily Gill
Account Executive Teasha McNeill
Executive Producer, TV – Karolina Bozajkovska
Digital Designer – Georgia Scott
Digital Designer – Rachael Brooks
Lead Digital Producer – Natalia Lukasiewicz
Retoucher – Prue Ibbotson
Retoucher – Adrian Foot
Retoucher – Adrian Garofalo
Finished Artist – David Walsh
Finished Artist – Julian Acuna
Finished Artist – Simon Phipps
Director: The Bobbsey Twins
COP/Cinematographer: Jeremy Rouse
Production Company: Finch
Managing Director / Executive Producer – Corey Esse
Producer – AnnaTara Clark-Sneddon
Music Composer/Arranger: Rumble Studios
Post Production Company: Arc Edit & Flux Animation Studio
Casting: Mackintosh Casting
SOCIAL: @Myer #MyerChristmas #MakeYourMerryMeaningful
About Myer
Myer operates 56 department stores across Australia, as well as our online business: myer.com.au, and with our team members, we are committed to being Australia’s favourite department store. Our merchandise offer includes core product categories: Womenswear; Menswear; Childrenswear; Beauty; Homewares; Electrical Goods; Toys and General Merchandise. The majority of Myer’s operations are in Australia and encompass Myer department stores, sass & bide and Marcs and David Lawrence. In addition to our Australian operations, we have a sourcing office located in Hong Kong.
