Myer has gone old-school creative with Aardman in a charming stop-motion Christmas campaign, selling itself as the place “Where Christmas comes for Christmas”.
In a campaign generated by Clemenger BBDO Melbourne, the department store introduces a gang of four hand-sculpted, seasonal characters as they make their way to Myer's 'Giftorium' to pick up their presents – those on Santa's list, and their own.
The award-winning creative agency worked with Aardman – the Academy Award-winning animation studio behind 'Wallace & Gromit' – to bring the spot's stars, Reindeer, Elf, Angel and Mouse, to life.
“Myer has always been a destination for Christmas. We figured that goes for everyone, including little Christmas icons like reindeers and elves,” said Clemenger BBDO Melbourne creative director, Evan Roberts.
Stephen de Wolf, another creative director at the agency, said the aim was to create something magical but with a “uniquely Australian tone”.
The campaign, launching this week, is followed up on Myer's site with an introduction to the characters and a “behind the scenes magic” short video delving deeper into the making of the spot.
The story of the four friends will be spread through television ads, posters, press, a microsite and social media, as well as featuring in catalogues, on shopping bags, staff uniforms, wrapping paper and more.
Speaking about the launch of the new ad campaign, Daniel Bracken, Myer chief merchandising and marketing officer and deputy CEO, said: “As a destination for Christmas gifts, Myer is unrivalled and we are proud to have created Christmas memories for Australians for many years. Whether it’s the Christmas windows at Myer Melbourne, visiting Santa inside our stores, or the excitement of finding the perfect gift at our enhanced and expanded Giftorium, Myer is the Christmas destination.”
Myer will likely be hoping the campaign helps to turn around what was a subpar performance by the brand last year during the key holiday season. Myer engaged in “an Australian retail first” in the lead up to Christmas 2014, transforming portions of 67 stores nationwide into glitter-filled bauble-adorned wonderlands in a push again devised by Clemenger BBDO Melbourne. It took on 3000 additional staff to bring it to life.
However in March the beleaguered department store chain posted a staggering 23% fall in net profits after tax.
In October, SBS reported that Myer will again employ 3,000 extra staff over the key Christmas period to provide a higher level of service in a bid to drive sales this year.
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