BIG W launches ghostly Christmas campaign

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

BIG W has launched its 2023 Christmas campaign – There’s A Little Something for Everyone – an impossibly cute commercial starring a young girl named Tilly, and a messy ghost named Mr Boo.

The campaign, produced by M&C Saatchi, invites Aussies to “look outside the obvious this Christmas and stretch their gifting list further than imagined”, although the gift Tilly lands upon for Mr Boo might not be ideal for everyone.

The campaign will roll out across TV, cinema, OOH, Radio, OLV, Digital Display, in-store, social, PR, influencer marketing, and owned channels.

“For kids, Christmas is a time of imagination and wonder,” explains Brendan Donnelly, Creative Director at M&C Saatchi.

“While imaginary friends might be an outlier on parents’ Christmas shopping lists this year, when you look beyond the typical gifting aisles you’ll find there’s a perfect little gift for everyone.

“We hope this cute, simple story of a five year old girl trying to choose the perfect gift for her imaginary ghost friend, an unlikely Christmas character, will get people thinking differently about Christmas gifts this year.”

Vanessa Rowed, Marketing Director at BIG W, adds: “BIG W is here to help families find affordable and meaningful Christmas gifts right across our store. The thoughtful gift is often more appreciated and as Aussies look to bring joy to their loved ones this festive season, we’re inviting people to look beyond the obvious gift. No matter who is on your list or what your budget is this year, BIG W has a gift in every aisle this Christmas, and every gift has the perfect recipient.”


Client: BIG W

Director of Marketing – Vanessa Rowed

 Head of Marketing – Claire West

 Senior Marketing Manager – Stephanie Denman

 Marketing Manager – Claudine Laycock

 Assistant Marketing Manager – Aimee Carroll

Creative Agency: M&C Saatchi Sydney

 CCO – Cam Blackley

 Creative Director – Brendan Donnelly

 Senior Copywriter – Nicole Conway

 Senior Art Director – Tim Batterham

 Group Strategy Director – Vanessa Graham

 Strategy Director – Sarah Pont

 Senior Strategist – Amy Grant

 Head of Broadcast – Loren August

 Lead Print Producer – Greg Hyslop

 Group Head – Ben Greenslade 

 Senior Account Director – Adelaide Hinton

 Senior Account Manager – Dorian Lagarrigue

PR Agency: Havas Red

Media Agency: Carat, Woolies X


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