Big W counts back from Christmas to today, reminding Australians it’s time to start shopping
Big W has continued its brand platform ‘Every day’s a big day’ in its Christmas campaign, highlighting how quickly the days go by before the holiday.
The ad rewinds from Christmas Day, through December and back to the point where a mother realises she needs to do the Christmas shopping.
The ad is set to a cover of The Turtles’ track Happy Together. The campaign was created by M&C Saatchi.
M&C Saatchi creative director Brendan Donnelly said the ad acknowledges that the real heroes of Christmas are the parents.
“Santa gets all the credit but the real superheroes of Christmas are the parents. Even though it comes around every year, it somehow still sneaks up on us. The reverse treatment of the film takes viewers on a journey, starting with the big day and travelling backwards through the busy season until mum realises that it’s Christmas already,” Donnelly said.
Kristen Linders, general manager marketing at Big W, added: “At Big W, we understand that every day is a big day for families and there’s a lot of pressure at this particular time of year to make Christmas a perfect day. However, we also recognise that it’s often those imperfect family moments where the richest memories are made. With so many little things to do in preparation for Christmas, our latest campaign highlights how Big W is there to help – every step of the way.”
Big W will also be launching its Gift Spot in-store and online that arranges thousands of gifts that are under $50.
The campaign will run across TV, radio, online, social, OOH, SEM and PR.
Credits
Creative Agency: M&C Saatchi
Media Agency: Woolworths@DAN
PR Agency: Magnum & Co
Client: BIG W
Kristen Linders – General Manager, Marketing
Carly Bowra – Head of Brand & Category Marketing
Melanie McPherson – 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
