Santa has become hip. Or ‘hipsterfied’ in the name of fashion. Retail space Central has given St. Nick’s cookies and milk the flick in favour of ‘it’ refreshment coconut water.
Cookies have been replaced by gluten-free macaroons and flying reindeer have been kicked to the curb by a fixed-gear bike.
The campaign, created by BMF, includes a PR stunt, street posters and chalk stencils, point of sale and a interactive digital display. Hipster Santa will also be active across Instagram, Twitter, Facebook and Tumblr with the hashtag #hipstersanta.
The PR stunt will see Hipster Santa take over Central’s The Living Mall with his workshop. The workshop will be his home for three weeks until Christmas eve.
He will also act as a shopping advisor with items sporting the ‘Approved by Hipster Santa’ an item “he personally thinks are totes amaze”.
Hipster Santa said: “It’s just really appropes for me to be living in such a cultured and creative area. Everyone here is so ahead of the curve – at least 3 or 4 degrees ahead. Plus, The Living Mall’s got everything I want. There’s a ton of fash and a rad art space where I can work on my book, ‘St.Nicholatte – Santa’s guide to the perfect latte.”
CREDITS: CLIENT: Central AGENCY: BMF Managing Partner: Stephen McArdle ECD: Carlos Alija, Laura Sampedro Creative: Patrick Chambers, Mark Carbone Account Management: Kura Tyerman, Chris Hill Interactive Director: Nev Fordyce Client: Frasers Property and Sekisui House