Aardman teams with Myer on return of Angel, Elf, Mouse & Reindeer
or the third year in a row, Aardman have produced a magical festive story featuring Myer’s Christmas characters – Elf, Reindeer, Mouse and Angel.
This year’s launch film titled ‘Elf’s Journey’ sees Elf become frustrated at Reindeer, Mouse and Angel not taking Christmas seriously enough. Elf duly sets out in search of more dependable decorations who share his dedication to the season. Despite meeting many new decorations on his journey, Elf realises that Christmas should be spent with those he loves, and returns home to be reunited with his gang.
The film, directed by Peter Peake, launched at the weekend via an MCN partnership that saw it feature exclusively across Ten and Foxtel for the first 24 hours. And in a bid to help all Australians have a magical Christmas together, Myer is also donating $1 to The Salvation Army for every share of ‘Elf’s Journey’ on Facebook.
Alongside the film, Elf and his friends are featuring in Myer’s Christmas windows for the first time as well as in a printed children’s storybook titled ‘The completely and utterly, absolutely perfect Christmas’, available to purchase in all Myer stores and online at myer.com.au.
The storybook is brought to life with ‘Elfvision’, an Augmented Reality App that sees the pages magically come to life when viewed through a mobile phone or a tablet. ‘Elfvision’ is also being used to bring Myer’s seasonal catalogues, gift cards, gift tags, Instagram walls and an AR treasure hunt in all Myer stores to life too. It’s available for download in the iTunes and Google Play stores. Merchandise featuring the popular characters is available in all Myer stores, rounding out Myer’s most integrated and involved Christmas campaign ever.
Michael Scott, Myer’s Executive General Manager, Brand, Marketing & Loyalty said, “We’re excited to share Myer’s story in the lead up to Christmas and to bring back our much-loved Christmas characters. Myer makes shopping such a positive part of Christmas and we’re delighted to bring a host of new initiatives to market as part of this campaign, in particular our first venture into the world of Augmented Reality.”
Heather Wright, Executive Producer & Head of Partner Content at Aardman added, “We love Elf because he’s so earnest and all he wants is for Christmas to be perfect – so it’s totally right that it should be his app, ‘Elfvision’, that gives people their own special moments with him and his friends Reindeer, Angel and Mouse. Augmented Reality enables them to literally leap from the animation into the store and into the storybook and just enhances that lovely warm Christmas feeling we’re all trying to achieve, engaging kids and their families in an almost instinctive yet delightful and surprising way. ”