“At the heart of the campaign by Jane Doe Creation, in collaboration with Beautiful State, stands the ultimate bringer of joy – Nana.”
QIC Shopping Centres has teamed up once again with creative agency Jane Doe Creation to unveil its 2025 Christmas campaign, “Take Joy to the Limit This Christmas.” Building on last year’s Joy Bringers platform, the campaign celebrates those who make the festive season magical – led by the ultimate Joy Bringer, Nana.
Portrayed as the one who “buys it, bakes it, wraps it, and inflates it,” Nana embodies the love, energy, and enthusiasm that define Christmas spirit. Directed by Luke Shanahan and produced by Beautiful State Productions, the film inspires Australians to embrace joy through simple acts – from gifting and decorating to sharing kindness.
The campaign also supports several charity partners, including The Salvation Army, St Vincent de Paul, Starlight Children’s Foundation, Foodbank Australia, and Beyond Blue.
A series of short-form social videos, photography, and in-centre activations extend the joyful theme across QIC’s shopping destinations. Running across Australia’s east coast, the campaign positions QIC Shopping Centres as the heart of the festive season, bringing together gifts, food, fashion, and connection.
