QIC has unveiled its new Christmas campaign, 'The Joy Bringers', created by Jane Doe Creation. The campaign celebrates individuals who spread Christmas joy in their communities through activities such as wrapping presents for others and decorating their cars and shopping carts.

Designed to be participatory and shareable across all channels, the campaign includes in-centre events, digital, and social elements. It will be launched across 18 QIC centres and also involves partnerships with over 40 community groups, schools, hospitals, and charities. Activities include Santa hospital visits, food and toy donations, and fundraising for local causes.

Bronwyn Cooper, Head of Marketing at QIC Real Estate, said, "This Christmas, we’re excited to spotlight our ‘Joy Bringers’ -- the passionate individuals who fill their communities with festive spirit. 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, also expressed her excitement about the campaign. "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!"