Lunar New Year is one of the most commercially important moments on the retail calendar — sitting alongside Christmas and Black Friday as a period that can define a retailer’s year. For a national department store like Myer, covering everything from cosmetics and fragrance to homewares, appliances and toys, the creative challenge is immense: how do you create a campaign that drives sales across dozens of categories while still feeling genuinely connected to the occasion?
The Animals came to Myer with a brief that required bold creative execution and seamless coordination across multiple touchpoints.
The brief
Myer needed creative direction and a cohesive campaign that would feel fresh, celebratory and culturally resonant. The campaign needed to work across physical stores, digital platforms, and internal communications — with the visual language and messaging translating seamlessly from point-of-sale materials to online hero imagery.
The approach
The Animals designed the key artwork for point of sale, online hero imagery and supplied a suite of assets to Myer’s internal team. We directed the shoot alongside our partners to ensure every frame captured the celebratory energy and cultural authenticity Lunar New Year demanded.
The work spanned store fit-outs, visual merchandising, point-of-sale displays, digital banners, website landing pages, and non-lit signage. Every touchpoint felt cohesive, warm, and unmistakably Myer — creating a unified brand experience that celebrated the occasion with genuine warmth and cultural respect.
The results
The campaign delivered strong results during the Lunar New Year trading period, driving significant sales across both cosmetics and fragrance categories. The work demonstrated the power of coordinated, culturally-informed creative across multiple retail channels.
Why this project matters to us
The best campaigns are ones that require precision and coordination across multiple channels. This project showcased how thoughtful creative direction, combined with detailed asset creation and shoot management, can create a retail experience that feels both commercially effective and genuinely celebratory. Working with a partner like Myer — who values both creative excellence and meticulous execution — reminded us why integrated campaign work is so rewarding.
Cast: ‘Anna’ – Sally Cheung, ‘Mum’ – Tina Xu Production: Monster and Bear Director: Sarah Hickey Producer: Jessica Pearce Production Client Director: Christie Poulos (Genero) 1st AD: Jessica Galea Cinematographer: Josh Mitchell-Frey Camera Assistant: Shawkat Husseini Gaffer: Andrew Lock Sound Recordist: Abramo Peghini On Set Stylist: William Bobbie Stewart Hair & Makeup Artist: Amanda Lissant-Clayton Stills Photographer: Kayzar Bhathawalla Photographer Assistant: Samantha Pearce Production Assistant: Matthew Holmes Editor: Ryan Bird Colourist: Sam McCarthy Client Team: Gemma Hunter, Leanna Clancy, Sarah Hatzopoulos, Lucy Piccolo
