Chain shopping... Break the habit.

The City of Fremantle has launched a bold (and cheeky) campaign, reminding consumers that shopping should not be a cookie-cutter-chore.

Billboards will be popping up across Perth this December and into 2025, encouraging shoppers to think outside the (big) box.

Sure, chain shopping centres might be convenient, but let's face it—they're all a bit… same-same. Enter Fremantle: a playground of independent boutiques, quirky makers and passionate shopkeepers offering a retail experience like no other.

Strolling through its streets feels like diving into a treasure chest. Every store brims with personality, and every purchase comes with a story worth sharing.

This eyebrow-raising campaign will also feature a digital spotlight on Fremantle's beloved independent stores and the passionate locals behind them, plus a bespoke retail map to guide shoppers through more than 70 unique stores across North, South and Central Freo.

"Our streets are full of surprises—think bespoke homewares, independent fashion, vintage treasures and local art you simply can't find anywhere else," said Fremantle Mayor Hannah Fitzhardinge.

"And once you're done indulging in a little retail therapy, you can wander onto the beach, take a dip and sip cocktails delivered right to your sun lounger. Name another shopping destination in Australia where you can do that!"

This playful campaign isn't just a love letter to Fremantle; it's an in-your-face nudge to remind you that shopping should be fun, inspiring and a little unpredictable. Because let's be honest: big box shopping centres may have shiny floors and food courts, but at the end of the day, a box is still a box.

Fremantle's local independent retailers will be equipped with a campaign toolkit so they can leverage the content and spread the message on their own platforms.

So, are you ready to ditch the chains and rediscover the joy of shopping? Fremantle is waiting—all rizz, no cap.