QIC encourages Aussies to take joy to the limit this Christmas in new work via Jane Doe Creation
Creative agency Jane Doe Creation has partnered once again with QIC Shopping Centres to launch a joyful new Christmas campaign, ‘Take Joy to the Limit This Christmas’. Building on the success of last year’s Joy Bringers platform, this year’s campaign celebrates the people who embody the true spirit of the season – those who go above and beyond to make Christmas magical for everyone.
At the heart of the creative is the ultimate Joy Bringer: the Nana. She’s the one who buys it, bakes it, wraps it, and inflates it – the matriarch whose boundless enthusiasm and love for Christmas capture the campaign’s message perfectly. With over six decades of festive experience, she represents the unstoppable energy of those who truly take joy to the limit.
The campaign encourages Australians to embrace that same spirit whether it’s finding the perfect gift, creating festive feasts, decorating the home, or spreading joy through acts of kindness. As part of the initiative, QIC is raising funds for key charity partners including The Salvation Army, St Vincent de Paul, Starlight Children’s Foundation, Foodbank Australia, and Beyond Blue.
“Christmas isn’t just about ticking off a list; it’s about finding joy in every mission along the way,” says Bronwyn Cooper, General Manager Marketing, QIC. “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.”
The fully integrated campaign features a 30-second hero digital film celebrating the ultimate Joy Bringer, supported by retail and in-centre creative that brings festive visuals and messaging to life. A suite of social content with short-form edits continues the story online, while still photography extends across retail assets to maintain a strong visual presence throughout QIC’s centres. The theme of joy is further carried into a gifting catalogue and a series of in-centre activations designed to immerse shoppers in the magic of the season.
Shot by director Luke Shanahan and produced by Beautiful State Productions, the film brings warmth, humour, and festive nostalgia to screens across QIC’s east coast centres.
“Luke Shanahan and Beautiful State Productions have been on our wish list for a long time,” says Elissa Maine, Executive Creative Producer, Jane Doe Creation. “His humour and craft in bringing this story to life make the piece truly sing.”
“Building on a strategy that works across platforms and grows stronger year on year is always a joy, literally and creatively,” adds Penny Buck, Executive Creative Director, Jane Doe Creation.
Running across the east coast of Australia, ‘Take Joy to the Limit This Christmas’ positions QIC Shopping Centres as the heart of the festive season – a place where everything needed to create a meaningful Christmas comes together, from gifts and food to fashion, entertainment, and connection.
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
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