R.M.Williams Christmas Activation

We created a Christmas moment that belonged to the R.M.Williams world: warm-weather, outdoors, practical, and quietly beautiful. The setting was a summer, riverside spot along the Yarra – relaxed, familiar, and distinctly Melbourne. The Ineos Grenadier became the centrepiece through an authentic story: a Christmas tree in the back, as if it had been picked up on the way to a beach trip. To make engagement effortless, we introduced an instant point of connection, Jess the Kelpie, breaking down barriers and drawing people in without the feel of a “hard sell.”

The design was deliberately simple: a believable summer vignette staged at the back of the Grenadier with deck chairs, an esky, and easy outdoor furniture.. A giveaway of custom icy poles anchored the interaction, with a retro “lick to win” prize stick offering R.M.Williams prizes and discounts, including the chance to win their iconic boots. A Christmas tree lashed into the tray brought the festive cue – practical, unexpected, and perfectly Australian.

Activation staff wore the R.M.Williams summer collection, keeping the brand feel consistent from styling through to interaction. Jess greeted people in an R.M.Williams collar and playfully “shared” icy poles, creating natural conversation and flow. A live acoustic guitarist set the tone and held the space, while content captured on site supported strong social sharing. Across the weekend, the activation contributed to increased traffic to the Melbourne store and turned a public moment into real world footfall.

Warm, open and genuinely Australian – not overproduced or theatrical. With Jess greeting people and summery music in the background, it was inviting from a distance and easy to step into. It looked authentically R.M.Williams: practical, considered, and understated. The icy pole giveaway delivered surprise and delight on a warm summer day, creating a simple reason to stop, smile, and come closer.