BMF introduce ‘Hipster Santa’ to promote shopping centre during Christmas

Screen Shot 2013-12-11 at 10.54.39 AMA new Sydney shopping centre has introduced ‘Hipster Santa’ who has started up his own workshop inside the mall.

Central, the retail space located within Central Park in Chippendale, says he is the: “Contemporary answer to traditional Christmas. He’s not big on flying reindeer; he prefers his fixed-gear bike.

“And don’t even think about leaving him out milk and cookies; he only accepts coconut water and gluten-free macarons.”

The campaign, from BMF, includes an ambient PR stunt, outdoor, point of sale, an interactive digital display and a social strategy where Hipster Santa will be active across Instagram, Twitter, Facebook and Tumblr.

The three-week long campaign sees Hipster Santa take over one of the retail spaces within Central’s Living Mall and replaced it with his workshop. Shoppers will be able to interact with him in the lead up to Christmas, including taking selfie-style Santa photos.

The centre’s take on Santa Claus will also have a digital presence in the centre, with him and his band, Hipster Santa and the Antlers,appearing digitally on the Living Mall’s interactive digital display. Shoppers can control the music by activating and deactivating different band member’s instruments via a touchscreen. The band play indie covers of Christmas carols.

The character will also curate the ‘must have’ items in the centre’s retailers. During the lead-up to Christmas, he’ll attach ‘Approved by Hipster Santa’ tags on “any item that he personally thinks are totes amaze”.

In Chippendale, posters and sidewalk chalk stencils will promote the hashtag #hipstersanta.


  • Managing Partner: Stephen McArdle
  • ECD: Carlos Alija, Laura Sampedro
  • Creative: Patrick Chambers, Mark Carbone
  • Account Management: Kura Tyerman, Chris Hill
  • Interactive Director: Nev Fordyce
  • Designer: Lincoln Grice
  • PR Agency: Amy Whittaker and Monique Jones (Frank PR)
  • Client: Frasers Property and Sekisui House

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