The GPT Group’s (GPT) national portfolio of shopping centres and Fabric, part of TBWA\Australia, have celebrated the festive season in all its imperfect glory with a new Christmas campaign, ‘For the Love of Christmas’.
Launching across GPT’s 16 shopping centres this holiday season, the campaign has embraced the mishaps, frustrations and festive chaos that inevitably come with the season, turning all-too familiar moments into reasons to celebrate.
Rather than presenting a picture-perfect Christmas, the campaign leant into the reality of the season; forgotten presents, culinary disasters and children with their own ideas about the perfect Santa photo. A series of short skits brought those relatable moments to life, each ending with a payoff that reminds us it’s all worth it.
Built around a simple, scalable platform, ‘For the Love of Christmas’ gave GPT a distinctive voice during the busy Christmas period. It has invited shoppers to get into the spirit early and experience everything GPT’s shopping centres offer during the festive season visit their local centre, shop, celebrate and make the season their own.
“The campaign reminds us that the mess, mishaps and madness aren’t interruptions to Christmas, they’re part of what makes it memorable. Ultimately, that’s what ‘For the Love of Christmas’ is about: embracing the things that don’t go according to plan because, somehow, they’re often the moments we end up loving most – and will do all over again next year, for the love of Christmas,” said Fabric co-founder and creative partner Keenan Motto.
“Christmas is one of the busiest and most meaningful times of year across our shopping centres, as customers come together to shop, celebrate and spend time with family and friends. We know the festive season rarely goes perfectly to plan, and this campaign embraces the moments that make Christmas feel real and memorable. Our centres play an important role in helping customers navigate the season – whether that’s finding the perfect gift, sharing a meal, entertaining the kids or continuing family traditions – and ‘For the Love of Christmas’ captures that in a warm, relatable way,” said GPT head of digital and marketing, retail Melissa Prpic.
‘For the Love of Christmas’ is set to roll out across GPT’s national portfolio of shopping centres this holiday season.
Client: GPT
Creative agency: Fabric, Part of TBWA\Australia
Director: Charlie Grant
Production Company: Sam I Am
Stylist: Oriana De Luca
Location Agency: Big House / Pure Locations
Casting: Wayward Casting
Post Production: TBWA\Australia
Grade: Julien Chichignoud
