Big W pulls off surprise for firefighter dad in Christmas campaign via M&C Saatchi

Big W has launched its 2020 Christmas campaign, encouraging Australians to ‘Bring on Christmas’ in an emotional TVC celebrating unsung heroes.

M&C Saatchi, the agency behind the campaign – which centres on a young boy named Jack, who teams up with Big W to deliver a surprise for his dad, a fire chief who battled last summer’s bushfires, and the rest of his family – said the ad is ‘meaningful rather than traditional’.

Big W has launched its 2020 Christmas campaign

“Any Christmas campaign is big, but this year we had an opportunity to do something different – a meaningful act rather than a traditional Christmas ad,” executive creative director, Avish Gordon said.

“This was a chance to bring on the good vibes of Christmas and we started by doing that for Jack and his family.”

The longform ‘Bring on Christmas’ TVC is supported by an integrated marketing effort across TV, radio, digital online and social assets, as well as out of home, SEM and PR.

Big W’s general manager, Kristen Linders, said the campaign reflects the fact that every day this year has been a big day.

“The anticipation of the festive season is building, and at Big W we’re doing all we can to make preparing for Christmas a little bit easier for families,” she said.

“We have curated thousands of affordable gifts under $30 for our online Gift Spot, safer shopping experiences with Contactless Pick up, Direct to boot and online lay-by, as well as faster delivery solutions to ensure your special Christmas gifts make their way to loved ones, near and far.”


Client: BIG W
Kristen Linders – General Manager, Marketing
Carly Bowra – Head of Marketing – Creative at BlueDot
Mel McPherson – Marketing Manager
Fiona Harrop – Head of Media Buying, Social Media and Public Relations
Michelle Bartolo – Public Relations Manager
Alice Harrison – Social Media Manager
Aleksandra Knezevic – Marketing Coordinator

Creative Agency: M&C Saatchi
CCO: Cam Blackley
Executive Creative Director: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Copywriter: Tom Bradbeer
Art Director: Laura Brown
Design Director: Simone Cherry
Group Head: Ben Greenslade
Senior Account Director: Laura Jones
Account Manager: Britta Fehn-Jeffery
Account Manager: Sean O’Shea
Account Executive: Brianna Morton
Integrated Project Director: Vanessa Millemaggi
Senior Strategy Director: Sabrina Douglas
Social Strategy Director: Emma Parsons
Strategist: Amy Grant
Senior TV Producer: Ros Payne

Production Company: Film Graphics
Directors: Tourist
Producer: Anna Fawcett
Post Production: Resolution
Music and sound design: Song Zu

PR Agency: Red Havas

Media Agency: Carat


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