Myer launches experiential train experience ‘Santaland Express’

Myer has launched an in-store experiential activation, the Santaland Express train, which takes children on a journey from ‘Myer Central Station’ to ‘Santaland’.

Created by Y&R’s Ideaworks and Sixty40, the activation takes passengers on a journey from the station, through the outback, up into the clouds and then to Santaland.

The animation is projected onto the windows of the trains, so when passengers look out they can see the moving animation.

Charu Menon, senior producer at Sixty40, said in a statement: “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.”

Danny Lattouf, regional head of retail at Y&R, added: “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.”


  • 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
  • DP: Rupert Brown
  • BTS 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

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