Myer brings Christmas decorations to life in festive campaign

Australian department store Myer has launched a Christmas campaign featuring an elf in search of Christmas spirit.

The campaign film, called Elf’s Journey, features an elf who becomes frustrated that his Christmas decoration friends, a reindeer, mouse and angel, are not taking the Christmas season seriously. The elf embarks on a journey to find other decorations who will share his dedication to the season.

The film, which was created by the Academy Award-winning animation studio Aardman and Myer’s advertising agency Clemenger BBDO Melbourne, is the latest in a series of films that have featured the festive characters.

The film is supported by a children’s storybook, which will be sold in Myer stores and online, as well as an Augmented Reality app, called Elfvision, which brings the book pages to life when viewed through a mobile phone on tablet.

The app can also be used to enhance the brand’s catalogues, gift cards and gift tags as well as providing an AR treasure hunt in all Myer stores. The film characters will be available to purchase at Myer stores and the characters will also feature in the store’s iconic Christmas window displays.

The film is running across free-to-air and pay TV, as well as social media channels. Myer has also partnered with The Salvation Army and will donate $1 for every share of the film on Facebook.

Michael Scott, Myer’s executive general manager of brand, marketing & loyalty, said, “Myer makes shopping such a positive part of Christmas and we’re delighted to bring a host of new initiatives to market as part of this campaign, in particular our first venture into the world of Augmented Reality”

Clemenger BBDO Melbourne executive creative director Stephen de Wolf, said, “The heart of this year’s story is the meaning of togetherness at Christmas. And at a time of year when many Australian’s and their families may be finding it tough, the hope is the important partnership between Myer and the Salvation Army can make their Christmas together a little better.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.