Big W delivers Christmas magic across Australia via M&C Saatchi
BIG W is the latest Australian retailer to launch its Christmas campaign, “Make a Little Magic”.
Created by the retailer’s creative agency of record, M&C Saatchi, the creative tells the story of Noel, affectionately known as ‘Santa Hands’.
In a 60 second film, Noel is revealed to have a power to magically turn everyday objects Christmassy all year round. He is known by his town as the carrier of the Christmas spirit, with neighbours and friends asking for help during the Christmas season to help make Christmas trimmings that extra bit magical.
The film will also be available in 30 and 15 second cutdowns.
In addition to the film, BIG W is bringing the campaign to life by transforming iconic Australia ‘big’ thing, the Golden Guitar and the Big Pineapple, into festive spectacles that will kick of the festive season from now until the 6th of November.
The home of BIG W’s first official store, Tamworth, will be treated to a light projection show and Christmas carol spectacle that will transform the Golden Guitar for passers-by. In Queensland, the Big Pineapple in Woombye has also been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights and a big blue star sitting on top.
Courtesy of Santa Hands, in Tamworth, the home of BIG W’s first official store, the Big Golden Guitar has been electrified with a show stopping light projection and plays Christmas carols to the delight of passers-by. In Queensland, the world-famous Big Pineapple in Woombye has also been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights, and big blue star sitting on top for the final festive flourish.
Brendan Donnelly, creative director at M&C Saatchi, said: “If a jolly big man in a red suit can squeeze down a chimney and reindeer fly, why can’t an Aussie kid bring Christmas magic to life through their hands? Santa hands is a fun story that demonstrates that we can all have the ability to create a little magic come Christmas.”
Claire West, head of marketing, brand and strategy, at BIG W, said: “After a tough couple of years, we’re dialling up the magic of the festive season in a fun and very Australian way. Noel is the playful embodiment of BIG W, the retailer which helps Christmas lovers around the country bring a little magic into their celebrations. We have everything you need from bon bons to big brand gifts, fam jams to festive tableware, and all at an exceptional value from just $1.”
The campaign will roll out across TVC, OOH, radio, digital, social, SEM, PR and influencer activity.
Credits
Client: BIG W
Claire West – Head of Marketing, Brand and Universe Marketing
Fiona Harrop – Head of Marketing, Channels and Optimisation
Stephanie Denman – Marketing Manager – Campaigns
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
Executive Creative Director: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Senior Copywriter: Nicole Conway
Senior Art Director: Tim Batterham
Group Strategy Director: Vanessa Graham
Senior Strategist: Amy Grant
Head of Content: Emma Parsons
Social Media Manager: Francisco Phillips
Senior Broadcast Producer: Lill Schroeder
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Senior Account Manager: Dorian Lagarrigue
Executive Integrated Producer: Henry Welch
Senior Motion Designer: Alex Ardino
PR Agency: Red Havas
Production: Good Oil
Director: Fiona McGee
Producer: Hamish Roxburgh
Post House: Res
Media Agency: Carat, Woolies X
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