Staff Reporters
Jun 6, 2019

2019 Cannes contenders: 'Naughty or Nice Bauble' by Clemenger BBDO Melbourne

Myer distributed an app-controlled ornament that allowed parents to indicate whether kids were being naughty or nice, then used data from the devices for an ongoing campaign.

2019 Cannes contenders: 'Naughty or Nice Bauble' by Clemenger BBDO Melbourne
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Naughty or Nice Bauble
Agency: Clemenger BBDO Melbourne
Client: Myer 

Nominated by:

Rob Belgiovane, group chief creative officer, BWM Dentsu:

So simple, so clever and once again so unique. A blend of useful, data and tech that lets your kids know if they’ve been “naughty or nice” according to Santa. And a great reason for new customers to visit a Myer store. You’d have to be grinch to note give this a gong in Cannes.

Duncan Shields, creative director, Redengine SCC:

Christmas is always a huge event for brands and everybody is vying for attention at the same time, so to cut through the way that Myer’s Naughty or Nice Bauble did was a real gift—see what I did there, with the gift pun? Eh? Eh?

Michael Barnfield, creative director, Saatchi & Saatchi Sydney:

Parents of children who still believe in Santa invariably have their hands full at this time of year. For a department store to deliver a device themed for the season that helps to put a lid on their kids bad behaviour is a godsend. That it also captures their wonder is special. That the combined input into the device from all the parents who bought one could power a campaign is a miracle. In categories where “technology for technology’s sake” will abound, this is a simple and elegant idea that worked its Christmas stockings off. 

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