Big W looks to ease school holiday boredom via Facebook Messenger

Big W is expanding into new social media platforms with a new campaign via Facebook Messenger, whereby physical craft and digital animation are combined for personalised digital storybook.

Conceived and produced by M&C Saatchi Sydney, the first-of-its kind digital execution for the retailer, ‘The Big-Headed Bilby’ initiative has been created to spark the imagination of children during the school holidays and is free to access on Facebook Messenger (users must be 13 in order to have a Facebook or Messenger account).

To engage with the campaign, Messenger users need to create a selection of animals using arts and craft objects at home such as Play-Doh, photograph them, and then upload photos of the animals to the Messenger Platform via Users will then see the figures come to life with starring roles in the digital storybook.

The Big-Headed Bilby can be accessed on Facebook Messenger from 26 June throughout the school holidays, with a campaign roll-out across in-store, social, PR, owned channels and social influencers such as Chezzi Denyer (@chezzidenyer), Jess (@learnandbloom) and Zara (@zaras_play_tribe).

In late 2020 Big W partnered with social platform Pinterest for its new spring collection campaign, utilising Pinterest’s trend insights. The campaign was the first time Big W used Pinterest’s trend insights to provide ideas on how to bring to life products from its collection.

M&C Saatchi, executive creative director, Avish Gordhan, said: “We had loads of fun creating an exciting world for The Big-Headed Bilby, and working with Facebook to make this digital adventure a reality. Kids (big and small) are going to love it. They get to watch their handcrafted characters come to life in their own movie as they travel across diverse Australian landscapes and learn about some of this country’s favourite native animals. I can’t wait to see all these directorial debuts.”

According to Claire West, head of marketing, brand and strategy at Big W, the retailer’s Big Days at Home platform is fast becoming a “go-to destination” for family activities during the school holidays.

“From printables to scavenger hunts, and Rap Books to readings, we love helping parents and carers with fun ways to reconnect with their kids during their school breaks.”


Client: Big W

Creative Agency: M&C Saatchi Sydney

CCO: Cam Blackley

Executive Creative Director: Avish Gordhan & Mandie van der Merwe

Creative Director: Brendan Donnelly

Copywriter: Rubini Gun

Art Director: Sam Rowlands

Motion Designer – William Gembitsky

Design Director – James Jamies

Executive Integrated Producer: Gemma Heyes

Studio Manager – Fleur Farrington

Group Head: Ben Greenslade

Account Executive: Ingrid Williams

Integrated Project Director: Vanessa Millemaggi

Strategist: Amy Grant

Head of Content: Emma Parsons

Facebook Creative Strategist: Stef Digianvincenzo

Facebook Creative Strategist: Jay Morgan

Sound design: Song Zu

Production: Zebrar

Production – Virtual Immersive

PR and Influencer Marketing – Red Havas


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