QIC pushes Christmas spirit to the limit

November 4, 2025 11:33

QIC is stepping into the Christmas season with its new platform

QIC Shopping Centres and Jane Doe Creation have teamed up to deliver the former’s Christmas campaign, “Take Joy to the Limit This Christmas”.

Following their 2023 and 2024 holiday campaigns, “Take Joy to the Limit This Christmas” is the retail property network’s latest holiday campaign

It features a 30-second hero film — produced by Beautiful State Productions and shot by director Luke Shanahan — that positions “the Nana” as the ultimate Christmas champion, the one who efficiently cooks, decorates and hosts. The platform’s message is designed to encourage Australians to fully embrace Nana’s enthusiasm for Christmas and exemplify it themselves.

“Christmas isn’t just about ticking off a list; it’s about finding joy in every mission along the way,” Bronwyn Cooper, QIC’s general manager marketing, said in a release.

“At QIC, we’re making sure every part of the season – from booking the family Santa photo to finding those last-minute gifts – is filled with ease, fun, and festive connection.”

In addition to the film, the platform makes use of social content (short-form edits), still photography, a gifting catalogue and in-centre activations to place its message into real-world settings.

“Building on a strategy that works across platforms and grows stronger year on year is always a joy, literally and creatively,” Jane Doe Creation’s executive creative director, Penny Buck, said in the same release.

The campaign also serves as a channel for QIC to raise donations for its charity partners, including Beyond Blue, Starlight Children’s Foundation, The Salvation Army, Foodbank Australia, St Vincent de Paul.

“Take Joy to the Limit” will run along the country’s east coast.

Jane Doe Creation and QIC have a long-standing partnership on marketing campaigns. In 2024, both parties released the “Pop of Unexpected” campaign — a platform for QIC’s Autumn/Winter fashion range. They also worked together on QIC’s Spring/Summer range campaign that year.

Campaign Credits:

Client: QIC RE
Head of Marketing: Bronwyn Cooper
Portfolio Manager, Campaigns: Kelly McGufficke
Campaign Manager: Holly Howell
Digital Manager: Nathan Maroon

Agency: Jane Doe Creation
Executive Creative Producer: Elissa Maine
Executive Creative Director: Penny Buck
Head of Strategy & Innovation: Allison Sims
Associate Creative Director: Kirrilee Phillips
Project Director: Cara Staniforth

Production Company: Beautiful State
Director: Luke Shanahan
Producer: Kim Kirby
DOP: Alex Serafini
Editor: Marc Bennett
Post: Which Chocolate
Sound: Otis Studios