BWS plays with its own initialism in Christmas ad via M&C Saatchi

Woolworths’ BWS has released its Christmas campaign titled ‘Big Wonderful Summer’ via M&C Saatchi Sydney.

The campaign plays on different initialisms that BWS can stand for, for example: Boldly Worn Smugglers, Beats Wrapping Socks and BBQ Without Salad.

In one of the 15-second spots for the campaign, a man is Badly Wrapping Stuff when both him and his dog spot an ad for BWS on the TV. The spot ends with the line “Last minute gifts”.

M&C Saatchi Sydney creative director Brendan Donnelly said: “From boldly worn smugglers, bloody wanker seagulls and beers with snags, this campaign not only has some fun with BWS but makes BWS a part of any occasion this summer. We’re looking forward to opening it up for UGC to put their own spin on a BWS summer.”

BWS head of marketing Vanessa Rowed added: “This is our testament to the perfect summer – nothing short of getting Aussies back to the beach, park or backyard with a cold drink in their hand. It’s these iconic Summer moments that makes for a relatable and fun campaign.”

The campaign will be on social, online video, out-of-home and in-store.

One of the campaign’s OOH assets

M&C Saatchi’s previous campaigns for BWS include its ‘Before Convenience‘ campaign and its ‘Can’t Wait Mate‘ social campaign for the end of lockdown.


BWS: Vanessa Rowed – Head of Marketing

Meg Clark – Head of Marketing – Trade

Sarah Chegwidden – Senior Brand Manager – Trade

Shireen Yousif – Assistant Brand Manager – Trade

M&C Saatchi

Cam Blackley – CCO

Avish Gordhan – ECD

Brendan Donnelly – Creative Director

Dave Govier – Creative Director

Felix Ettelson – Senior Art Director

Georgie Waters – Senior Copywriter

Vanessa Boueyres – Managing Partner

Helene Ioakimidis – Group Account Director

Saskia Meagher – Senior Account Manager

Jemma Marriott – Senior Project Manager

Rachael Fraser – Head of Strategy

Emma Parsons – Head of Content

Amy Grant – Senior Strategist

Sarah Cowen – Senior TV Producer

Alison Dunlop – Senior Integrated Producer

Sam Blazevic – Producer

James Jamias – Design Director Alex Ardino – Animator

Warren Fox – Designer Bojan Bojic – Animator Ryan Donnely – Integrated Designer

Production Co: Entropico

EP: Tim Burnett

Director: Natasha Foster

Producer: Emily Green

DOP: Tom Black, Tony Luuill Versace


Production Manager: Sophia DeVries

Photographer: Cole Bennetts

Digi OP: James Evans

Photo Assist: Jared Liebowitz

Lighting Assist: Alex McDonald


Post Producer: Gus Kennelly

Post Production Supervisor: Andrea Chen

Editor: Andrea Chen, Ivan Lentell, Jodie Williams

Motion Design: Oliver Eather, Zane Flynn

Colourist: Julien Chichignoud

Score, Composition & Sound Mix: Rowan Dix

Sound Design: Bonnie Knight

Media: Carat


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