“Put a humbug in their happy place” via Clemenger BBDO
Myer has unwrapped a playful 2024 Christmas campaign with creative agency Clemenger BBDO
The campaign, Share The Joy, has at its heart 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.
Humbug can’t resist causing merry mayhem in the neighbourhood, until an unlikely friend teaches him that no matter how you find joy, it’s always better when it's shared (even for the grinchiest among us).
The campaign is coming to life across a diverse channel mix including; TV, BVOD, OOH, digital, social, PR, online, in-store VM and immersive experiences, gift wrapping and team member uniforms.
The cheeky prankster Humbug is also a toy created for the campaign, available instore.
Taglines include “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”.
“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," said Geoff Ikin, chief customer officer at Myer.
“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.”
Adrián Flores, chief creative officer at Clemenger BBDO, is a self described humbug.
"I know too well how it feels to have to grimace your way through Christmas," Flores said.
"This campaign is for all the humbugs out there just trying to make it through to New Years. It’s always great when a brand isn’t afraid to have some fun and stand out, and this Myer campaign is exactly that – a moment of levity that reinforces the retailer’s position as the home of Christmas for all Aussies.”
‘Share The Joy’ launched November 3 and runs to Christmas Eve.
Credits:
Client – Myer
Chief Customer Officer: Geoff Ikin
Chief Marketing Officer: Clarabella Burley
Senior Marketing Manager – Nicola Stanton
Creative Agency – Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Tristan Graham
Creative Director: Anthony Cassidy
Creatives: Ellie Dunn, Hugh O’Connor, 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
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
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
