Christmas is where we are – Myer 2019 | Clapboard Ad Archive

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Christmas is where we are - Myer | Clapboard Ad Archive

Christmas is where we are for Myer, launched in Australia in 2019 by BBDO, is a narrative-driven campaign that positions the retailer as a vital enabler of the emotional core of the holiday season, shifting focus from commercial excess to the warmth and togetherness that define Christmas. This 90-second film uses storytelling to depict diverse, authentic moments of celebration where the sense of Christmas is less about the physical location and more about the people and connections that surround us, with Myer’s curated gift collection serving as the tangible link that facilitates those moments of giving and shared joy. The campaign’s strategic insight acknowledges growing consumer fatigue with traditional retail messaging and instead appeals to the Australian audience’s appreciation for genuine, heartfelt expressions of festive spirit, reinforcing Myer’s relevance as a brand that understands the sentimental values underpinning the season. By embedding the product within the narrative, the campaign exemplifies what Clapboard classifies as FORMAT#5 EXEMPLARY STORY, where the retailer’s offerings are integral to resolving the emotional narrative, enabling the achievement of Christmas togetherness through meaningful gift-giving. The film’s rich visual storytelling and inclusive representation extend beyond simple holiday imagery to create an immersive experience that connects on a human level, while the seamless integration of a direct call to action inviting viewers to explore Myer’s online Christmas gift shop bridges the emotional appeal with commercial intent. Myer’s approach in this campaign carefully balances sentiment and shopping convenience, positioning the brand as more than a retail destination but as a facilitator of memorable seasonal experiences during a highly competitive period in the retail calendar. The campaign earns 64/100 in Clapboard’s global creative archive. Christmas is where we are matters to the industry because it demonstrates how retail brands can harness storytelling to forge emotional bonds with consumers that transcend transactional relationships and reflect evolving expectations of authenticity in holiday advertising.

Credits

Client

Myer

Agency

BBDO

Production House

Clemenger BBDO, Melbourne, Australia, Finch

Director

Nick Ball

Creator

Creator

Media Agency

Ikon/Essence

Category Mind Map

48%

The Myer campaign "Christmas is where we are" positions the brand as an integral part of the emotional and communal experience of Christmas, emphasizing that the holiday’s true value lies in togetherness and shared moments rather than materialism alone. The campaign’s proposition underscores Myer as not just a retailer, but a facilitator of meaningful connections and festive spirit, aligning the brand with notions of warmth, inclusivity, and the sentimental aspects of the season. Strategically, the campaign leverages the insight that Christmas is increasingly viewed as a time for genuine human connection amid a backdrop of commercial overload. By adopting a narrative genre and focusing on storytelling, the creative approach moves beyond traditional retail messaging to engage consumers on a deeper emotional level. This resonates strongly with Australian audiences who value authentic expressions of holiday togetherness. The use of film as the medium allows for rich visual storytelling that captures diverse moments of celebration, making the message relatable and inclusive. The campaign also directs viewers to Myer’s online gift shop, integrating brand engagement with an accessible call to action, bridging emotional appeal with shopping convenience. Overall, the campaign’s market strategy carefully balances sentiment with commerce, positioning Myer as a relevant, empathetic brand during a highly competitive retail period.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. The campaign title “Christmas is where we are” and the “narrative” genre indicate a story-driven approach, likely centered on families or individuals experiencing Christmas regardless of physical location. Since this is for a retail brand (Myer) during the holiday season, it’s highly probable that the story’s resolution—achieving the feeling of Christmas togetherness, warmth, or giving—is enabled or symbolized by shopping gifts from Myer. The product (and retailer) thus plays a decisive role in resolving the narrative’s thematic longing or need, in classic exemplary story form.

1. David Jones – Positioned as a premium department store targeting affluent customers with a focus on high-end fashion, beauty, and homewares. Emphasizes quality, exclusivity, and Australian heritage with a curated shopping experience that blends in-store luxury and digital innovation. 2. Target Australia – Positioned as an affordable, family-friendly department store offering value-driven fashion, home, and lifestyle products. Emphasizes everyday low prices and accessible trends, catering to budget-conscious shoppers seeking style and convenience. 3. Kmart Australia – Known for its unbeatable value and wide product range, Kmart targets price-sensitive consumers who want on-trend home, fashion, and everyday products. Its strategic focus is on low prices paired with frequent newness, convenience, and a strong presence in suburban locations. 4. Big W – Positioned as a mass-market discount retailer offering a broad selection of affordable clothing, toys, electronics, and home goods. Big W focuses on convenience, variety, and competitive pricing to attract families and mainstream shoppers looking for one-stop shopping. 5. Harris Scarfe – Positioned as a specialty department store catering to mid-market consumers with focus on homewares, bed and bath, and apparel. Harris Scarfe differentiates through quality product ranges, regular sales events, and a heritage of trusted Australian retail combined with improving e-commerce.

Q: What is Christmas is where we are about? A: Christmas is where we are is a 2019 Australian campaign created by BBDO for the retail brand Myer. The 90-second film centers on the emotional and communal experience of Christmas, emphasizing togetherness and shared moments over materialism. It positions Myer not just as a retailer but as a facilitator of festive spirit and meaningful connections. The campaign uses storytelling to engage audiences on a deeper level during the holiday season, encouraging consumers to shop Myer’s curated Christmas gift collection while reflecting on the true value of the holiday. Q: What creative device does Christmas is where we are use? A: Christmas is where we are employs FORMAT#5 EXEMPLARY STORY from Clapboard’s 12-format taxonomy, which tells a story where the product plays a vital role in the plot or resolution. The narrative genre focuses on families or individuals experiencing Christmas regardless of location, with the retailer Myer symbolizing the means to achieve warmth, togetherness, and giving. This storytelling approach moves beyond traditional retail messaging by embedding the brand within the emotional resolution of the story, making the product integral to the thematic longing expressed in the campaign. Q: What is the campaign proposition for Christmas is where we are? A: The campaign proposition for Christmas is where we are positions Myer as an essential part of the emotional and communal experience of Christmas, highlighting that the holiday’s true value lies in togetherness rather than materialism. It targets Australian consumers who seek authentic expressions of holiday connection amid commercial overload. By using rich visual storytelling and a heartfelt narrative, the campaign aligns Myer with warmth, inclusivity, and sentimentality, while also directing audiences to its online gift shop, balancing emotional engagement with convenient seasonal shopping. Q: How does Christmas is where we are rank in Clapboard's archive? A: Christmas is where we are holds a Clapboard Campaign Score of 64/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining emotional storytelling with brand positioning during a competitive retail period. Q: Who are the competitors in Myer's category? A: Myer’s competitors in the Australian retail department store category include David Jones, which targets affluent customers with a focus on premium fashion, beauty, and homewares emphasizing quality and exclusivity. Target Australia offers affordable, family-friendly fashion and lifestyle products with an emphasis on value and convenience. Kmart Australia appeals to price-sensitive shoppers seeking on-trend products with low prices and frequent newness. Big W provides a broad range of affordable clothing, toys, and electronics, focusing on variety and competitive pricing. Harris Scarfe caters to mid-market consumers with quality homewares and apparel, combining trusted heritage with improving e-commerce.