Big W celebrates Aussie kids’ experiences in a back-to-school push

Big W has kicked off its back to school campaign with a series of ads celebrating school experiences.

Three 15-second ads by M&C Saatchi see young children building friendships, creating butterfly wings and making-up scenarios using purchases from Big W.

A first ad sees a young girl run into her mother’s arms after a day at school. When her mum asks what she did at school, she replies ‘nothing’ before running away with a set of butterfly wings she appears to have created with glue, before a plug for Big W appears with the price of a glue stick.

A second piece of work sees a group of children in the playground imagining the ground is made of hot lava. A young boy who is still on the ground in school shoes, pretends to be jumping up and down before melting to the floor.

A third ad sees two young girls begin a friendship over the fact they have the same unicorn bag.

All three of the ‘Start Something Great’ ads end with a plug to go to Big W for back to school needs.

All three of Woolworths’ agencies – M&C Saatchi, Woolworths@DAN and Magnum & Co were involved in the effort. Magnum & Co was responsible for leading the research about how Australian parents spend.

The campaign is also supported with a Proud Parent Moment competition on Facebook, which invites parents to share a photo and story of an achievement their child has made in the lead up to starting school.

Kristen Linders, general manager marketing at BIG W, said the brand wanted to “authentically” share the experiences of young children at school.

“As a mother, I appreciate just how challenging Back to School shopping can be – so it’s great that BIG W enables families to save both time and money by getting everything they need under one roof, at low prices,” Linders said.

The campaign is running across TV, radio, online, social, outdoor, SEM and has a PR component.


  • Creative Agency: M&C Saatchi
  • Media Agency: Woolworths@DAN
  • PR Agency: Magnum & Co

BIG W brand team:

  • Kristen Linders – General Manager, Marketing
  • Carly Bowra – Head of Brand & Category Marketing
  • Ruchi Agarwal – Marketing Manager
  • Rebecca Spurr – Head of Design, Production & Store Marketing
  • Fiona Harrop – Head of Media Buying, Social Media and Public Relations
  • Michelle Bartolo – Public Relations Manager
  • Alice Harrison- Social Media Manager

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