Irreverent stop-motion animated short, ‘Where Christmas Comes for Christmas,’ features four hand-sculpted characters filmed frame by frame making their way through a winter wonderland.
This Sunday saw Myer Australia launched its 2015 Christmas campaign, which was created by Clemenger BBDO Melbourne and Aardman.
Titled “Where Christmas Comes for Christmas,” the campaign launched with a 60-second stop-motion film featuring four Christmas characters making their way through a winter wonderland to buy their Christmas gifts:
Created with Aardman -- the Academy Award-winning animation studio of Wallace & Gromit and Shaun the Sheep fame -- the four-month production process saw each of the four characters sculpted by hand and filmed frame by frame.
“Everyone at Aardman loved this script straight from the start. It was funny, irreverent and very unsentimental,” commented Aardman director Steve Harding-Hill. “It seemed to typify the real spirit of Christmas to us. So using traditional stop-motion methods we created a magical nostalgic world that was combined with a wry modern twist. An idyllic hand-crafted world, where a bunch of chatty Christmassy pals meet up and journey through an epic winter wonderland, towards the excitement that is Christmas.”
Beyond the brand film, the story of these characters runs through retail TVCs, posters, press, microsite, social, catalogues, shopping bags, staff uniforms, wrapping paper, gift cards and visual merchandise displays. Every touchpoint at Myer has been transformed with the campaign designed to direct consumers towards Myer’s Christmas gift destination, the “Giftorium.”
“Myer has always been a destination for Christmas,” said BBDO creative director Evan Roberts. “We figured that goes for everyone, including little Christmas icons like reindeers and elves.”
“We wanted to bring a little bit of magic back to Christmas this year, but without being typically saccharine about it,” added creative director Stephen de Wolf. “The result is something beautiful and whimsical, but with a uniquely Australian tone.”