Damian Asling
Creative Director
THE NAUGHTY OR NICE BAUBLE
Cultural Tension
Department stores were losing Christmas. Not just to online retail, to irrelevance. The magic that used to live in-store had nowhere
left to go.
Brand Truth
Myer has always been part of the magic of Australian Christmas. It just needed a new way back in.
The Idea
Sell Christmas magic for $19.95.
An IoT bauble that tells kids (and adults) whether they've been naughty or nice. Connected to an app, a live API, and nationwide digital out-of-home. The whole country got a verdict.
Why It Matters
Sold out in 11 days. In-store footfall lifted. Australia played along.
A shrinking category rediscovered belief, and Myer became the centre of Christmas again.
It even inspired a knock-off which you can buy here
The most awarded Australian retail campaign of its year.
Spikes Asia — Grand Prix, Integrated | Grand Prix, Digital Integrated Multi-Platform Campaign
Spikes Asia — Gold, Digital Tangible Tech | Gold, Mobile Integrated Campaigns
Spikes Asia — Silver, Brand Experience & Activation
Cannes Lions — Bronze, Mobile Technology Networked Connected Devices
D&AD — Shortlist, Digital Marketing | Shortlist, Direct
The One Show — Bronze, Use of Technology | Multiple Merits
The Immortal Awards — Immortal
Caples — Silver, Innovation | Bronze, Integrated
Mumbrella — Winner, Ad of the Year 2018 | Winner, Award for Innovation
AWARD Awards — Gold, Integrated Campaign | Gold, Mobile | Gold, Promotion & Experiential | Gold, Innovative Product/Service Development
Role: Digital Creative Lead
Agency: Clemenger BBDO Melbourne
Client: Myer
