QIC takes families to summery wonderland, via Jane Doe Creation
Commercial and mixed-use retail space provider, QIC, and creative agency, Jane Doe Creation (JDC), have released a sun-washed, high-energy campaign to spotlight “Spring Summer 24′ fashion”.
The ‘Chasing Sunshine’ campaign places audiences into a world of summer, family, friends and the great outdoors. The platform supports a 30-second campaign video that will run on QIC’s digital platforms, with social content and in-store materials in 11 QIC-owned centres within Canberra, New South Wales, Victoria and Queensland providing support.
Its goal is to establish QIC as the premier location for families to enhance their wardrobe with pieces for the upcoming seasons.
“We are proud of ‘Chasing Sunshine’ and how it encapsulates the energy, fun, and optimism that defines our work with JDC,” said Bronwyn Cooper, head of marketing at QIC.
“We hope our customers enjoy it and feel inspired to make the most of the season.”
According to JDC’s executive creative director, Penny Buck, the platform was purposefully designed to evoke a feeling within viewers rather than relying on storytelling.
“The dynamics of brand engagement have evolved and while storytelling remains important, in our current environment, where content is consumed in rapid, disjointed pieces, portraying a feeling can be more powerful,” Buck explained.
“‘Chasing Sunshine’ is our response to this shift — a celebration of the Australian summer that captures the essence of the season in an instantly recognisable way. It’s a nod to the power of simplicity to create cut through.”
The playful platform marks an ongoing working relationship between the real estate company and its creative agency – a partnership that is expected to continue into 2025.
“Our ongoing partnership with QIC reflects the trust and shared vision we’ve been cultivating over the years, allowing us to consistently deliver work that resonates,” added Buck.
“Cheers to many more seasons of collaboration and creativity.”
Campaign Credits:
Client: QIC
Creative Agency: Jane Doe Creation
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