For the Christmas 2009 retail season, the brief was to bring back a sense of magic, the nostalgia that one associates with Christmas when young. As most Australian children don't see snow but yet sing the carols and watch the films associated with a northern hemisphere winter, one is truly dreaming of a white Christmas. Magic was then used across all promotional material, where Santa comes to life inside the snow dome. The campaign idea of magic was designed to be used throughout the store to energize consumers as retailers were preparing for a soft season due to the global financial crisis.