Christmas is right around the corner, and for the past several weeks, festive campaigns have been launched with the aim in evoking and inspiring the Aussie holiday spirit.
Mediaweek takes a look at the Christmas campaigns of 2024:
Telstra: Together is for Christmas via Bear Meets Eagle on Fire and +61
Telstra unveiled the next chapter of the brand’s new platform – Wherever we go – in its new Christmas campaign.
The campaign, directed by Steve Rogers, focuses on the real magic of Christmas – spending time with those most important to us. The film tells the story of an accidental singing superstar – Little Donkey – who goes on a whirlwind journey across the world before realising he misses his family at Christmas time.
Brent Smart, Telstra’s chief marketing officer, said: “This is a second chapter for us. Our second big Christmas ad, following on from last years that was a business success and picked up a couple of Effies. And more importantly, the second chapter in our Wherever We Go brand platform, reminding us that no matter where we go in life, Christmas is about getting back to those who matter most.”
ALDI – Go A Little Extra via BMF
The campaign centres on an overexcited couple prepared to go a little too extra in preparation for Christmas lunch. The pair are tasked with simply bringing the turkey and the gravy boat, and go overboard in their pursuit to create the best Christmas spread.
Jenny Melhuish, marketing director, ALDI Australia said: “Every Christmas, even those of us who plan to keep it low key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas. It’s the time of year when everyone ups their game, and ALDI is no exception.”
Dan Murphy: Surprise Guests via Thinkerbell
The film follows a customer getting everything she needs for Christmas day at Dan’s, where she knows she’ll find great value. She even has enough left over to grab an extra bottle for those inevitable surprise guests with their somewhat eclectic tastes.
Tom Wenborn, chief creative Tinker, Thinkerbell, said: “We’re incredibly proud of the work that we’ve been able to achieve with the Dan’s team over the past four, almost five years, and this work is no exception. A final festive bow for the Nobody Beats platform is a fitting conclusion to our rich and enjoyable partnership. We wish Dan’s and the entire Endeavour Group all the best.”
This work marks the final collaboration between Thinkerbell and Dan Murphy’s who will part ways this month following a pitch process earlier this year in which Thinkerbell declined to participate.
Myer: Share The Joy via Clemenger BBDO
Myer’s 2024 Christmas campaign, ‘Share The Joy’, isn’t just about decking the halls – it’s about celebrating the fun, the unexpected, and the joy of Christmas, however you find it.
At the heart of the campaign, in collaboration with creative agency Clemenger BBDO, is Humbug. This grumpy Christmas anti-hero finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul. Humbug can’t resist causing merry mayhem in the neighbourhood, until an unlikely friend teaches him that no matter how you find joy, it’s always better when it’s shared.
Adrián Flores, chief creative officer at Clemenger BBDO said: “As a notorious humbug myself, I know too well how it feels to have to grimace your way through Christmas. This campaign is for all the humbugs out there just trying to make it through to New Years. It’s always great when a brand isn’t afraid to have some fun and stand out, and this Myer campaign is exactly that – a moment of levity that reinforces the retailer’s position as the home of Christmas for all Aussies.”
QIC: The Joy Bringers Christmas via Jane Doe Creation
‘The Joy Bringers’ is an ode to those who live and breathe Christmas and light up their communities with acts of cheer, and spread happiness everywhere they go. The creative agency’s campaign aims to showcase their joyful spirit, inspiring everyone to make the most of the festive season.
Launching this month across 18 QIC centres, the campaign captures a blend of fun moments, focussing on the joyful, Christmas-loving spirit of the community. Designed to be participatory, ‘The Joy Bringers’ invites QIC customers to join in or simply enjoy the festive cheer, making the campaign shareable across all channels — from in-centre events through to digital and social.
Jane Doe Creation executive creative producer Elissa Maine said: “What a treat, celebrating those who love Christmas even more than Mariah… we all know a few! Collaborating with Austin Studio and photographer Michelle Tran again, along with director Lizzy Bailey ensured our shoot was full of JOY and we can’t wait to see how the Christmas’ Joy Bringers’ make this campaign their own!’
Red Rooster: Do Christmas Your Way with Reds via Leo Burnett Australia
The tongue-in-cheek campaign for Reds’ limited-edition Chickmas Burger aims to stir up Aussie Christmas celebrations by combining the best of tradition with a bit of fun — a comforting nod to the classic Christmas roast wrapped in the crave-worthy goodness of a fried chicken burger.
The creative shows a beleaguered Santa listening patiently to a young boy’s lengthy Christmas wish list before using a fake sighting of his reindeer herd as an excuse to disappear so he can enjoy the flavours of the Chickmas burger in peace.
“Reds is bringing some festive fun to the burger market leading into Christmas,” Red Rooster’s director of marketing, Ashley Hughes said. “The Chickmas Burger is all about taking the traditional Christmas flavours of chicken, stuffing and gravy and serving it up in a fun, tasty burger that’s pure Red Rooster.”
Wallace Bishop: What They Wished For via Ogilvy and The Producers
Ogilvy and production company The Producers have teamed up to launch the ‘What They Wished For’ campaign for family-run jewellery and giftware business Wallace Bishop.
The campaign, now live across the country, spans several TVCs, a long-form online film, digital, social media, and out-of-home executions. It tells the story of a young child who notices the little things her mother likes in a series of everyday moments so she can find the perfect Christmas gift.
Aisling Colley, Ogilvy Sydney managing partner, said: “Christmas time is when we get to experience some of the best creative work globally, and this year is no different. We’re stoked to be part of the zeitgeist with work that is unique for the category, and right here in Australia. This campaign brings a fresh perspective to gift-giving, focusing on the intimate moments that matter most.”
Woolworths: Make this Christmas via M&C Saatchi
Woolworths has launched its Christmas Campaign, capturing the magic of classic Aussie Christmas traditions and the spirit of community.
The film follows the story of a young girl who is eagerly awaiting the arrival of Santa but becomes concerned that he may not find them. So, with her friends, she rallies the local community to build a larger-than-life carrot in the paddock to make sure Santa and his reindeer know where to stop on Christmas Eve.
“We recognise that many Australians are continuing to experience cost-of-living pressures, but they still want to be able to celebrate Christmas with friends and family within their budgets,” Andrew Hicks, Woolworths Group chief marketing officer, said.
“As Woolworths enters its centennial year, this Christmas campaign reflects on the enduring traditions that have shaped our connection with Australian communities. We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”
Big M: The “official drink” for Santa this Christmas via Thinkerbell
Big M wants to be the official drink to leave out for Santa this Christmas Eve, with the chocolate milk launching a festive bespoke packaging to enable people to personalise a note to the Big Guy.
The campaign, created by Thinkerbell, will be rolled out across the Bega Group’s stable of chocolate milk brands including Big M in Victoria, Masters in Western Australia and Dairy Farmers Classic in South Australia. The festive bespoke packaging will be available in supermarkets and convenience stores from early December.
Anne Scott, senior brand manager at Bega Group, said: “We’re delighted to be sharing Victoria’s favourite choccy milk with Santa this Christmas. Given how hot this Summer is tipped to be, we know there’s nothing Santa will need more than a refreshing ice-cold Chocolate Big M.”
Coca-Cola and The Salvation Army’s Christmas appeal partner to light up Melbourne’s Emporium Billboard
Coca-Cola Australia and The Salvation Army have lit up Melbourne’s biggest billboard this festive season with notes of kindness that will help provide a meal to someone in need this Christmas.
The Emporium Billboard featured personal notes of kindness from 9 December to 15 December, with each one adding another $10 to its $50,000 donation to The Salvation Army’s Christmas appeal.
The partnership between The Salvation Army and Coca-Cola, which was launched in 2017, has helped provide meals and services to help struggling Aussie families and members of the community during Christmas.
“Coca-Cola and meals has always been a perfect partnership,” Kate Miller, marketing director at Coca‑Cola Australia, said. “We’re so proud to once again be working with The Salvos to bring this to life in such a meaningful way. Partnerships like this enable us to give back and together, with the help of Australians, we can hit our goal of giving 10,000 meals to families and communities in need this Christmas.”
AAMI: When the Festivities are over via Ogilvy
AAMI has launched a humorous new campaign capturing the quirks of an Australian Christmas and its day-after chaos via Ogilvy.
The When the Festivities are over campaign, is AAMI’s first Christmas campaign and portrays what happens when that Boxing Day food coma feeling clashes with unexpected events.
“The exact time when, if something should go wrong, you’d just want your insurance company to sort it out,” Ogilvy Melbourne ECD Hilary Badger said. “It’s of course important for Australia’s leading national insurer to be present at Christmas, which is such a big time of year for our country’s leading brands. But being AAMI, we need a unique point of view during what can be a very crowded season for brands. So, we’ve opted to stand out with a much less saccharine spin on Christmas.
“It’s an unexpected time to think about insurance, which makes it disruptive,” Badger added.
Coles: Make Christmas Delicious via Smith St agency
Coles has teamed up with Smith St to launch its 2024 Christmas Season campaign. The heartwarming campaign shows Coles’ team members as a group of magical elves working together with its network of dedicated Aussie farmers, growers and suppliers to make this Christmas more delicious.
The integrated campaign has hundreds of touchpoints across in-store, owned, paid and earned media. Messaging throughout the campaign focuses on the quality and value of Christmas centrepieces like award-winning hams, responsibly sourced Coles’ seafood, fresh mangoes and easy desserts.
Psembi Kinstan, chief creative officer, Smith St: “Christmas is all about sharing delicious food together with the people you love. It’s great to be able to spread a little magic on the occasion.”
Westfield: Feels Like Christmas via AKQA
Feels Like Christmas, Westfield’s Christmas 2024 campaign, is an emotive series of films shining a light on the moments that evoke the feelings of the festive season.
The three nostalgic films portray real stories from the community about the wonder of Christmas: Dasher the Daggy Reindeer; an old favourite Christmas ornament, The First Slice; a love story about Nonna’s panettone, and Scissors-A-Gliding; a cheerful story of an annual gift-wrapping tradition.
Chad Mackenzie, chief creative officer, AKQA said: “This campaign was an absolute treat to work on. Starting with real stories and honing in on moments that might seem small on the surface, but are powerfully emotive kick-starters of Christmas, helped take the storytelling to another level, along with the stunning craft from our production partners.”