BIG W goes back in time with Launch of Christmas campaign and Gift Spot via M&C Saatchi, Sydney
With Christmas just eight weeks away, BIG W has launched its 2019 Christmas campaign with a 30 second brand TVC via M&C Saatchi, Sydney.
BIG W’s Christmas TVC forms part of a wider integrated marketing effort across TV, Radio, Online, Social, OOH, SEM and PR which continues the retailer’s recent marketing focus on families and the part BIG W plays in helping with their big days.
Says M&C Saatchi Sydney creative director Brendan Donnelly: “Santa gets all the credit but the real superheroes of Christmas are the parents. Even though it comes around every year, it somehow still sneaks up on us! The reverse treatment of the film takes viewers on a journey, starting with the big day and travelling backwards through the busy season until mum realises that it’s Christmas already.”
Kristen Linders, General Manager Marketing at BIG W added: “At BIG W, we understand that every day is a big day for families and there’s a lot of pressure at this particular time of year to make Christmas a perfect day. However, we also recognise that it’s often those imperfect family moments where the richest memories are made. With so many little things to do in preparation for Christmas, our latest campaign highlights how BIG W is there to help – every step of the way.”
Additionally, on Thursday this week, BIG W will launch its inaugural Gift Spot in-store and online. A curated range of thousands of gifts under $50, The Gift Spot has been carefully considered to help customers with convenient and affordable gifting ideas.
Creative Agency: M&C Saatchi, Sydney
Chief creative officer: Cam Blackley
Executive creative directors: Mandie van der Merwe & Avish Gordhan
Creative Director: Brendan Donnelly
Creative Team: Avi Azouz & Luke Simkins
Producer: Ros Payne
Account Service: Ben Greenslade and Laura Jones
Production Company: Goodoil
Director: JH Beetge
Producer: Chana McLallen
DOP: Crighton Bone
Music: Song Zu
Media Agency: Woolworths@DAN
PR Agency: Magnum & Co
BIG W brand team:
Kristen Linders – General Manager, Marketing
Carly Bowra – Head of Brand & Category Marketing
Melanie McPherson – Marketing Manager
Rebecca Spurr – Head of Design, Production & Store Marketing
Fiona Harrop – Head of Media Buying, Social Media and Public Relations
Michelle Bartolo – Public Relations Manager
Alice Harrison- Social Media Manager
13 Comments
Nice, well done
First they came for the people who buy way too many cheap plastic Christmas decorations and other crap from Big W and I said nothing. Nothing happened after that. We moved to a more sustainable way of living, which was nice. Or humans died out and the humble Sasquatch inherited the Earth. Either way I forgot the point I was making. Research chemtrails.
why go backwards? what is the creative thought here, don’t really get it. maybe I am stupid.
Um, obviously because every day’s a big da…….. hmm… yeah why?
Because it worked for that Commbank bowling spot so it’s gotta work here too, right?
Thank Christ I’m not the only one baffled by the backwards film. And I’m in the top 1% of the population intelligence-wise. What hope have the great unwashed got? Clearly I care way too much, and they don’t. I once did an idea for a car using the backwards technique, from the showroom back to the beginning of the manufacturing process in the factory. At least that made sense.
Maurice & Charles would be spinning in their graves…oh wait…
Why go backwards when you can move forwards…another technique driven execution that dilutes any idea!
No amount of anti-dandruff shampoo or rationalisation from the agency can stop the head scratching on this work. How do M&C Australia continue to attract blue-chip clients with their middle of the road, insipid work? Are they seen as a safe pair of hands by large, risk-averse marketers? If so, how depressing.
This is the same agency that did the backwards gag in a commbank ad two months ago.
Its bad enough when you reference other peoples work for other clients, but when you reference your own, just two months later. Thats really lazy.
The jerky way the people move when they’re thrown backwards reminds me of the death scene in a vintage TAC ad.
If only it represented the death throes of the agency. But it seems the worse the work, the more they go from strength to strength.
Going backwards reminds me of all the work I have to do to make that Christmas morning moment happen. Seems pretty simple to me.
Maybe you need to organise more Christmas mornings.