Myer turns vague wishes into perfect gifts in new campaign via Clemenger BBDO, Melbourne
With many put on the spot when asked what they’d like for Christmas, it can be overwhelming, uncomfortable and at times a little embarrassing, so in music to the ears of those gifting and receiving this year, Myer has ‘Unriddled Christmas’ for all Australians in a new campaign via Clemenger BBDO, Melbourne.
The unique and energetic Christmas campaign takes those often “vague” and “confusing” responses to those simple questions of, “what would you like for Christmas?” and translates them into a shoppable list of the perfect gifts. From the most difficult and discerning people in your life who respond with answers like, ‘I’m not really sure, surprise me’ or ‘no pressure, whatever, I’m easy…’, to those who know exactly what they want, at Myer there is the perfect gift for anyone and everyone.
The multi-touchpoint campaign launches with a film titled ‘The Vague Carol’ – a reinterpretation of the famous Christmas song, Joy to the World.
First previewed to the MyerOne loyalty program, with over 5 million members, the campaign then comes to life across all of Myer’s platforms including: TV, BVOD, OOH, digital, social, online and in-store.
Says Geoff Ikin, chief customer officer, Myer: “Christmas is a busy time of year, that’s made ever so slightly more complicated by our attempts at trying to guess the perfect gifts for loved ones. With the vast Christmas range on offer in-store and online at Myer, we’re here to help Australians Unriddle Christmas, with our expert Giftician service and wide range of gifts that everyone will love.
“This campaign is about capturing the joy and fun of Christmas for all Australians by playfully turning those vague wishes into wonderful gifts, providing a great way to showcase the many reasons we continue to be the home of Christmas gifting.
Says Ellie Dunn and Huei Yin Wong, senior creatives, Clemenger BBDO Melbourne: “We can all relate to giving and getting those annoyingly vague responses at Christmas. But one thing’s for sure, it’s been a joy to reimagine this classic tune with Fiona and the team. We hope this spot inspires some loud and proud Christmas carol singing. And of course, helps Australia Unriddle Christmas and turn those unhelpful hints into wonderful gifts.”
The campaign’s media approach, led by AKQA, is steeped in making Myer’s Unriddle Christmas campaign one you cannot miss. Unmissable media with in-depth partnerships ensures Myer creates and owns this relatable conversation, and showcases that no matter who you’re purchasing for, the perfect gift is waiting for them at Myer.
To find out more about the campaign visit myer.com.au/christmas
Creative agency: Clemenger BBDO Melbourne
Good Oil – Production company
Fiona McGee – Director
Claire Richards – Production Producer
Shelley Farthing Dawe – DOP/Cinematographer
Citizen Jane Casting – Talent casting
Leila Gaabi / The Editors – Offline Editor
Dave Gibson / Colourist
Stuart Bedford / The Machine Room – Online/VFX
Brett Aplin / Electric Dreams Studio – Music Arrangement
Squeak E Clean Studios – Sound Design & Mix
I thought that lock up said ‘Unfiddle Christmas’ …
But the branding and campaign name is unfortunately very close to Spotify Unwrapped.
… was better. This feels a bit cheap ?
… go on then, post some of your work up please so we can critique it. I’m getting really fed up of these comments constantly tearing everyone’s work down after what is probably one of the roughest years in Melbourne advertising land. It’s a miracle work like this got up, and got made when we’ve been working relentlessly in our own homes and fending off the mental health demons at every turn. It’s almost Christmas time, aim to spread a little love, not hate.
Nice work from Myer and Clems – a good single minded idea well executed. It is easy to shout from the sidelines and pick holes in work but this really is good quality work in what have been a tough year.
and that, friends is what we call “box ticking”.
No friend, that is what we call “Australia”.
It’s really nice to see a piece of work based on a tangible customer insight that the brand has a clear role in solving. Not trying to be too clever, not trying to out ‘wow’ its competitors – it certainly made me think ‘oh maybe i’ll find some nice stuff in Myer’ which is surely all it needs to do?
Neck up, you goose.
Are you sure Clems did this?