Big W creates ‘Toy Mania’ in latest campaign

Big W has promoted its annual toy sale by creating ‘Toy Mania’ as young children run towards the store in a frenzy.

Created by M&C Saatchi and led by ECD Cam Blackley, the 15 second spot shows young kids in a frenzy to get to a toy sale while The Boys are Back in Town plays.

“Second only to Christmas, BIG W’s biggest sales period is during our Toy Sale, so it is the perfect time to drive hype and have fun with the hottest new toys and huge sale items.

“Kids are always excited about the newest toys and latest crazes and BIG W is the destination in Australia offering the best brands at the best prices,” Kristen Linders, general manager of marketing at Big W says.

Brendan Donnelly, creative director at M&C Saatchi, said: “We saw CCTV footage of a recent BIG W Toy Sale of parents going crazy as the doors opened, this provided enough inspiration to fuel our campaign. Recreating that scene with kids has captured the joy and sometimes lunacy that comes from toys.”


  • BIGW
  • General Manager, Marketing – Kristen Linders
  • Head of Brand & Universe Marketing – Carly Bowra
  • Marketing Manager – Ruchi Agarwal
  • Marketing Coordinator – Sophie Sandilands
  • Head of Media, Social & PR – Fiona Harrop
  • PR Manager – Michelle Bartolo
  • Social Manager – Alice Harrison
  • Creative Agency: M&C Saatchi
  • Executive Creative Director – Cam Blackley
  • Creative Directors – Brendan Donnelly & Guy Futcher
  • Senior Creative Team – Michael Harris & Neil Walshe
  • Group Head – Kura Tyerman-Mikhail
  • Senior Account Director – Nikki Chapman
  • Project Director – James Steer
  • TV Producer – Lill Schroeder
  • Senior Strategist – Laura Kinzett
  • Planner – Isabelle Zacharia
  • Account Manager – Jennifer Edwards
  • Media Agency: Carat
  • Client Lead – Scott McCaffery
  • Client DIrector – Katie Stuart
  • Strategy Director – Jess Potter
  • Strategy Manager – Sam Parrott
  • PR Agency: PPR
  • Director of Marketing and Communications – Annike Morgan
  • Senior Account Manager – Lucy Lee

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