Step into the snowland storybook

Every Christmas we have the honour of leading the creative for Victoria Leeds Christmas Campaign. Our goal this year was to develop a creative campaign that encourages engagement, dwell time and spend, by creating a sense of emotional connection through shared festive experiences.

Victoria Leeds invites audiences into Your Christmas Stories Told, a refined and heartfelt festive campaign that transforms shared seasonal moments into an engaging, multi-channel brand experience. Blending nostalgic Christmas storytelling with modern glamour, the campaign unfolds across social, web, car park screens, and an in-centre activation, anchored by the Snowland photo moment that allows guests to step directly into their own Christmas narrative. Elegant visuals, subtle digital snow effects, and immersive storytelling work together to spark emotional connection, encourage sharing, and inspire visitation.

The campaign creates a cohesive Christmas experience that deepens emotional affinity, elevates brand perception, and motivates visits and spend across the season. By uniting online inspiration with an in-centre hero activation, Your Christmas Stories Told builds a memorable festive identity for Victoria Leeds; one that encourages guests to stay longer, engage more, and share their stories. The result is a premium, story-led Christmas moment that reinforces Victoria Leeds as the region’s most desirable shopping and dining destination during the festive period.