Quick Answer
Myer’s 2026 Christmas campaign starts with a simple idea: it is less about what you get someone and more about showing that you truly get them. Developed by Myer Creative Director Kristen Hancock, “Say More with Myer” celebrates the time people spend with family and friends and shows how thoughtful gifting can strengthen those relationships. The campaign is live across TV, YouTube, outdoor, social, radio and online, including major train station placements in Sydney and Melbourne.
Myer Turns Christmas Gifting Into an Emotion-Led OOH Story
Myer’s 2026 Christmas campaign begins with a simple insight: it is less about what you give someone and more about showing that you truly understand them.
Developed by Myer Creative Director Kristen Hancock, “Say More with Myer” celebrates the time people spend with family and friends and the way thoughtful gifting can bring them closer.
According to the supplied campaign information, the work is live with 30- and 15-second films and runs through the festive season across TV, YouTube, Outdoor Advertising, social, radio and online, including major train station placements in Sydney and Melbourne and a Christmas takeover of myer.com.au.
For retail and lifestyle brands planning seasonal campaigns, Local OOH can help plan billboards, street furniture, OOH Advertising and Digital Out-of-Home campaigns around audience movement, location and festive-season visibility.
“Say More with Myer” Makes Understanding the Real Gift
The campaign is built around a familiar Christmas truth: the gifts people remember are not always the biggest or most expensive. They are the ones that show someone was paying attention.
That idea gives the work a more emotional role than a conventional retail promotion. Instead of starting with price, discount or product volume, Myer starts with relationships.
The supplied visuals translate that message into OOH Media through quiet, close human moments that are easy to understand even in a few seconds.
Family Moments Give the Christmas Campaign Emotional Weight
The Christmas film and wider campaign celebrate small moments shared between family and friends.
The supplied campaign description includes examples such as a granddaughter painting her grandmother’s lips red, two boys refusing to let go of their teddy bears and a daughter trying on her mother’s sunglasses.
Each moment becomes a cue for a gift that feels personal rather than generic. In the OOH execution, the beauty scene is paired with premium product imagery and the “Say More with Myer” line, connecting emotion directly with the retail offer.
Large-Format OOH Carries the Story Into High-Visibility Environments
The wider roadside execution shows how the campaign can scale without losing its emotional tone.
By keeping the creative clean and limiting the number of visual elements, the billboard remains readable at speed while still communicating a layered retail story.
This is especially effective for Billboard Advertising during Christmas, when audiences are surrounded by competing seasonal messages and promotional offers.
Street Furniture Brings “Say More with Myer” Closer to Everyday Audiences
The supplied street-level execution uses the same family beauty scene in a portrait format designed for pedestrian environments.
This format gives the creative more dwell time and makes the emotional expression easier to notice at close range.
For Christmas retail campaigns, Street Furniture Advertising can complement large-format OOH by creating repeated contact points across shopping areas, commuter corridors and city centers.
Myer Connects OOH With a Wider Christmas Retail Ecosystem
The campaign is not limited to one media channel. According to the supplied information, “Say More with Myer” runs across TV, YouTube, outdoor, social, radio and online throughout the festive season.
Major train station placements in Sydney and Melbourne give the campaign access to high-volume commuter audiences, while the Christmas takeover of myer.com.au connects physical visibility with the digital shopping journey.
This integrated structure allows the same emotional idea to move from DOOH Advertising and Outdoor Media into online retail, social content and in-store gifting.
Why the Myer “Say More” OOH Campaign Works
- The insight is easy to understand. The campaign is about proving you know someone, not simply buying them something.
- The emotional moments feel specific. Family interactions make the creative more memorable than generic festive imagery.
- The branding is restrained. “Say More with Myer” acts as both campaign platform and retail sign-off.
- The creative adapts across formats. The supplied visuals work across vertical panels, large-format billboards, roadside placements and street furniture.
- The campaign connects OOH with the shopping journey. Outdoor exposure supports TV, digital, social and Myer’s online Christmas experience.
What Retail Brands Can Learn From Myer’s Christmas OOH Approach
Christmas advertising does not always need to begin with a discount, price point or dense product grid.
Myer demonstrates how an OOH Campaign can start with a human insight and still support commercial objectives.
The campaign’s strongest quality is consistency: the same thought — showing someone you truly understand them — works across emotional storytelling, beauty gifting, product imagery and multiple outdoor formats.
For retailers planning seasonal campaigns, Local OOH can help plan billboards, DOOH, street furniture and high-impact Outdoor Advertising across key retail and commuter markets.
Build Your Next Retail OOH Campaign With Local OOH
If your brand wants to turn a seasonal message into a recognizable public presence, Local OOH can help plan and quote your next campaign.
A strong Christmas idea becomes more memorable when audiences encounter it repeatedly across the real world.
Summary
“Say More with Myer” turns Christmas gifting into an emotional retail story built around understanding, attention and connection. Across OOH, the campaign uses intimate family moments, premium product imagery and restrained typography to make Myer’s festive message feel personal while maintaining strong visibility across large-format, roadside and street-level media.
Sources
This article is based on the campaign information and visuals supplied in the request. The supplied material states that Myer’s 2026 Christmas campaign, “Say More with Myer,” was developed by Myer Creative Director Kristen Hancock and celebrates thoughtful gifting through moments shared with family and friends. The campaign is described as running across TV, YouTube, outdoor, social, radio and online, including major train station placements in Sydney and Melbourne and a Christmas takeover of myer.com.au. No verified reach, impression, media-spend or campaign-performance figures were supplied.
FAQs
What is Myer’s 2026 Christmas campaign called?
The campaign is called “Say More with Myer.”
What is the main idea behind “Say More with Myer”?
The campaign focuses on the idea that the most meaningful gifts show that you truly understand the person receiving them.
Who developed the campaign?
According to the supplied campaign information, it was developed by Myer Creative Director Kristen Hancock.
Where is the campaign running?
The campaign runs across TV, YouTube, outdoor, social, radio and online, including major train station placements in Sydney and Melbourne.
How does OOH support the Myer Christmas campaign?
OOH brings the emotional gifting idea into high-visibility public environments through large-format, roadside and street-level placements.
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