In collaboration with creative agency, Clemenger BBDO, Myer’s ‘Share The Joy’ campaign is about celebrating the fun, the unexpected, and the joy of Christmas. At the heart of the campaign is Humbug, the grumpy Christmas anti-hero, who finds the usual festive fun such as carols, decorations, and lights, too much. Humbug can’t resist causing ‘merry mayhem’ until he’s taught that no matter how you find joy, it’s always better shared. The Christmas campaign is coming to life across TV, BVOD, OOH, digital, social, PR, online, in-store visual merchandising, immersive experiences, gift wrapping and team member uniforms. Customers can purchase their own Humbug plush toy in stores, created especially for the campaign.