QIC has unveiled a new campaign for the Spring/Summer 24’ fashion season, titled 'Chasing Sunshine'. The campaign, crafted by Jane Doe Creation, aims to position QIC as the go-to fashion destination for Australian families, encouraging them to refresh their seasonal wardrobes.

The campaign taps into the joy of sunlit days spent with friends and family in backyards, parks, and open spaces, offering a snapshot of Australia’s warmer months. A 30-second video will feature on digital platforms and will be supported by social and in-store content running in QIC’s 11 centres across Queensland, New South Wales, Australian Capital Territory, and Victoria.

QIC head of marketing, Bronwyn Cooper, said: "We are proud of ‘Chasing Sunshine’ and how it encapsulates the energy, fun, and optimism that defines our work with JDC. We hope our customers enjoy it and feel inspired to make the most of the season."

The campaign also signals the continued partnership between QIC and Jane Doe Creation, as the agency’s retainer rolls over into 2025. Jane Doe Creation is a creative agency that believes in creative realism, grounding strategic ideas in production reality. They don't believe in one-size-fits-all solutions, but build partnerships that fit their partner’s unique needs.

Jane Doe Creation executive creative director, Penny Buck, said: "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. ‘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."

"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. Cheers to many more seasons of collaboration and creativity," said Buck.