QIC spotlights Christmas lovers in holiday campaign, via Jane Doe Creation
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
QIC is highlighting the individuals who embody the magic of Christmas in everything they do, via a new holiday campaign from creative agency Jane Doe Creation.
Centering on a 30-second spot, ‘The Joy Bringers’ platform captures a range of Christmas lovers in various situations, from a jogger out on a run in holiday-themed athletic wear to a woman in a red tinsel coat and a matching trolley making her way through a shopping centre. Overall, the campaign was developed to capture the Christmas spirit and community.
Rolling out in 18 QIC centres this month, ‘The Joy Bringers’ encourages audience participation, particularly by way of sharing on numerous channels, including social, digital and in-centre events.
“This Christmas, we’re excited to spotlight our ‘Joy Bringers’ — the passionate individuals who fill their communities with festive spirit,” expressed QIC Real Estate’s head of marketing, Bronwyn Cooper.
“This time of year can be both joyous and challenging, so we’re supporting our communities with meaningful initiatives like Santa visits to maternity wards, toy drives, and carollers at our centres.
“But more than that, we’re celebrating those who make Christmas magical. Whether it’s putting up the tree in November, handwriting cards, or playing carols on repeat, these are the people who bring joy to our lives, and we’re saying thank you.”
Elissa Maine, executive creative producer at Jane Doe Creation, added: “What a treat, celebrating those who love Christmas even more than Mariah… we all know a few!
“Collaborating with Austin Studio and photographer Michelle Tran again, along with director Lizzy Bailey ensured our shoot was full of JOY and we can’t wait to see how the Christmas’ Joy Bringers’ make this campaign their own!”
In addition to launching the campaign, QIC is working with more than 40 charities, schools, community groups and hospitals to bring the joy of Christmas to the community. Initiatives it is supporting include local fundraising, toy and food donations, and managing hospital visits from Santa.
Credits:
Client: QIC RE
Head of Marketing: Bronwyn Cooper
Portfolio Manager, Campaigns: Kelly McGufficke
Campaign Manager: Holly Howell
Digital Manager: Nathan Maroon
Creative Agency: Jane Doe Creation
Executive Creative Producer: Elissa Maine
Head of Strategy: Allison Sims
Executive Creative Director: Penny Buck
Associate Creative Director: Kirrilee Phillips
Senior Copywriter: Nick Snelling
Canva Project Lead: Evan Clements
Social Director: Cara Staniforth
Social Manager: Olivia d’Albertanson
Photographer: Michelle Tran
Production Company: Austin Studio
Director: Lizzy Bailey
Producer: Celia Nicholas
Cinematographer: Gregoire Liere
Production Designer: Joanna Mae Park
Editor: Lucas Vasquez
Colourist: Ted Deacey
Online: White Chocolate
Sound: Otis
Casting: i4 Casting
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Bronwyn Cooper
Christmas ad
Christmas campaign
Christmas24
Elissa Maine
Jane Doe Creation
QIC
QIC Real Estate
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