Hipsters are everywhere these days -- and in Australia, one brand has decided that Santa had better get down with them too. Central, owners of a pop up "Living Mall" located within Sydney's Central Park, is introducing Hipster Santa, created by agency BMF. He's not big on flying reindeer; he prefers his fixed-gear bike. And don't even think about leaving him out milk and cookies; he only accepts coconut water and gluten-free macarons.
BMF's integrated campaign includes an ambient PR stunt, outdoor (street posters and chalk stencils), point of sale, an interactive digital display and a social strategy where Hipster Santa will be active across Instagram, Twitter, Facebook and Tumblr.
Shoppers will be able to interact with him at his workshop in the mall, get the obligatory Santa photo (selfie-style of course), and get advice on what's hot this Christmas. In fact, he'll personally curate items in Central's retailers with "Approved by Hipster Santa" tags. In addition to his physical presence in the mall, he and his band, Hipster Santa and the Antlers, will appear digitally on the mall's interactive digital display, playing indie covers of Christmas carols.