Sydney, Australia – Upscale department store chain MYER has unveiled its newest inspiring Christmas campaign titled ‘Make Your Merry Meaningful’ via collaboration with creative agency Clemenger BBDO.
The bold, bright, and fun campaign reminds Australians that Christmas is more than just a season of giving but also a time for everyone to connect, show love, and express appreciation for their loved ones through sentimental gifts that hold meaning and thought.
MYER’s campaign will also include a digital film featuring the endearing character Wendell, a wombat-shaped soap who has been thoughtlessly regifted year after year, from Christmas to Hanukkah. In the film, he shares his wisdom from being re-gifted all over the country and says that it’s the thought that counts.
The campaign reinforces MYER’s position as the ultimate destination for gifting, helping Australians find the perfect gift within their budget for their loved ones so that all gifts are treasured, unlike Wendell.
With fun and engaging taglines, the campaign will span TV, BVOD, OOH, digital, social, online, in-store VM, and immersive in-store experiences like gift wrapping and team member uniforms. It will run from November 2 until Christmas Eve.
Geoff Ikin, chief customer officer at Myer, said, “The campaign is a reflection of Myer’s commitment to making Christmas truly special for everyone. Amid the hustle and bustle of the holiday season, Myer wants to remind Australians that Christmas is more than just a season of giving; it’s a time to connect, show love, and express appreciation through gifts that hold deep meaning and sentiment.”
He added, “We’re here to help every Australian to give thoughtfully, mindfully, and meaningfully this year—from our expertly curated Giftorium, our world-class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family—we have everything all under one roof.”
Tristan Graham, ECD at Clemenger BBDO, also shared, “The best Christmas ads entertain us while also making us view that time of year a little differently. And what’s more entertaining and thought-provoking than advice from a gruff little wombat soap who’s been regifted since the 80s? ”
