Sydney, Australia – QIC Shopping Centres, together with Jane Doe Creation, joined forces to launch ‘Take Joy to the Limit This Christmas’, a new festive campaign celebrating the Australians who make the season shine.
Building on last year’s Joy Bringers platform, the campaign spotlights the ultimate Joy Bringer—the Nana—whose six decades of Christmas experience and infectious energy embody the unstoppable spirit of the holidays.
The integrated campaign includes a 30-second hero film directed by Luke Shanahan and produced by Beautiful State Productions, supported by retail creative, social content, stills, and in-centre activations across QIC’s east coast portfolio.
“Luke Shanahan and Beautiful State Productions have been on our wish list for a long time,” said Elissa Maine, executive creative producer of Jane Doe Creation, citing their humour and craft as vital elements in their creative vision.
Executive creative director Penny Buck added, “Building on a strategy that works across platforms and grows stronger year on year is always a joy, literally and creatively.”
Beyond the creative, QIC is using the campaign to raise funds for The Salvation Army, St Vincent de Paul, Starlight Children’s Foundation, Foodbank Australia and Beyond Blue.
Bronwyn Cooper, general manager marketing at QIC, said, “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.”
Running throughout the festive period, ‘Take Joy to the Limit’ reinforces QIC’s positioning as a community hub—a place where shopping, giving, and connection converge for a truly meaningful Christmas.
