Big W says ‘all kinds of thanks’ to all different kinds of mums in Mother’s Day campaign
Australian chain of discount department stores, Big W, has launched this year’s Mother’s Day campaign by thanking all different kinds of mums.
The 15 second television ad, created by M&C Saatchi, shows teenage boys giving their mum a home made card and two young boys listing the best things about their mum, including “because she smells good”.
Kristen Linders, general manager of marketing at Big W, said there is no “one size fits all approach” when saying thank-you to mums on Mother’s Day.
“We know there are mums that love their fitness, others that love beauty products that make them feel special and some that are just happy to receive a homemade gift with love.
“We’ve aimed to capture the contribution mums make to Australian families, as well as all of the different kinds of mums in our campaign as we explore that notion that every mum is unique, and as a result, every kind of ‘thank you’ should be as well.”
The campaign is running across out-of-home, social, television and in magazines.
Credits:
- BIG W
- Kristen Linders – General Manager, Marketing
- Carly Bowra – Head of Brand & Universe Marketing
- Sarah Scotney – Marketing Manager, Him & Her Universe
- Creative Agency: M&C Saatchi
- Creative Directors – Brendan Donnelly & Guy Futcher
- Senior Creative Team – Paul Lo Russo & Leandro Pereira
- Group Head – Kura Tymerman-Mikhail
- Senior Strategist – Laura Kinzett
- Strategist – Isabelle Zacharia
- Senior Account Director- Nikki Chapman
- Account Manager- Jennifer Edwards
- Project Director – James Steer
- TV producer – Lill Schroeder
- Media Agency: Carat
- Scott McCaffrey – Client Lead
- Katie Stuart – Client Director
- Jess Potter – Strategy Director
- Sam Parrott – Strategy Manager
- PR Agency – PPR
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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I not fussed by the ad, but I am impressed by the job titles.
“Head of Brand & Universe Marketing”
Where do I get one of these?
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