Share the joy: Myer launches mischievous Christmas campaign
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Myer has launched a playful Christmas campaign, and its last with creative agency Clemenger BBDO, who parted ways with the department store last week after a decade-long partnership.
Myer’s 2024 Christmas campaign, ‘Share The Joy’, features Humbug, a “grumpy Christmas anti-hero” who “finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul”.
The campaign launched on Sunday across TV, BVOD, OOH, digital, social, PR, online, in-store VM and immersive experiences, gift wrapping, team member uniforms, and even a Humbug plush toy that can be bought at Myer, with taglines including: “Gifts for the naughty and the nice”, “Put a humbug in their happy place”, “It’s not just the thought that counts” and “All they want for Christmas isn’t just you”.
Geoff Ikin, Chief Customer Officer at Myer said: “This campaign is all about celebrating the festive season in its many forms; embracing the fun, the unexpected, and even a little bit of mischief.
“Whether you’re decking the halls or trying to dodge the mistletoe, Myer is proud to be Australia’s favourite one-stop destination for bringing Christmas magic to life.
“From decorating, gifting, or just soaking up the season, we’re here to help ensure there’s joy for all Australians this Christmas.”
‘Share The Joy’ runs until Christmas Eve.
CREDITS
Client – Myer
Chief Customer Officer: Geoff Ikin
Chief Marketing Officer: Clarabella Burley
Senior Marketing Manager – Nicola Stanton
Production Company: MOFA
Director: Yianni Warnock
EP: Llew Griffiths
Producer: Linzee Rose
DOP: Jeremy Rouse
Puppet Makers: Creature NFX Workshop
Offline: ARC Edit
Editor: Phoebe Taylor
Animation / VFX: Fathom
Music & Sound Design: Mosaic
Music Supervision: Level Two
Creative Agency – Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Tristan Graham
Creative Director: Anthony Cassidy
Creatives: Ellie Dunn, Hugh O’Conner, Lara Smith, Hazel Squair, Nicole Sykes, Wayne Ching,
Design: Sade Ballestrin, Ant Yee, David Anderson
Chief Strategy & Experience Officer: Simon Wassef
Head of Strategy: Brooke Thompson
Strategy Director: Cecilia Hund
Strategist: Helena Duniec
Managing Partner: Anita Deutsch-Burley
Group Business Director: Charlotte Stevens
Senior Account Director: Carrie Hack
Senior Producer: Alana Teasdale
Digital & Print production – MADE THIS
Retouching: Adrian Foot, Adrian Garofalo, Prue Ibbotson
Finished Art: David Walsh
Digital Production: Natalia Lukasiewicz, Tanya Gidwani
Head of Project Management: Sam Scalise
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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Ive watched the Myer ad a few times and Im sorry to say its one of the worst Ive seen in trying to portray the Christmas spirit. Surely there could have been more subtle ways of bringing Christmas magic and spirit to life 0 out of 10 for this one.
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