BIG W and Facebook Messenger launch ‘The Big-Headed Bilby!’ experience via M&C Saatchi, Sydney

BIG W, Australia’s favourite family store, is collaborating with Facebook Messenger to launch The Big Headed Bilby!, a bespoke and colourful story where physical craft and digital animation collide for personalised mini-movie experience, concepted and produced by M&C Saatchi Sydney.

A first-of-its kind experience for the retailer, The Big-Headed Bilby! has been designed to spark the imaginations of kids these school holidays and is free to access from Saturday 26 June on Facebook Messenger.

Families simply create a selection of animals using arts and craft objects like Play-Doh, upload their photos to the Messenger Platform, where their characters then come to life with starring roles in the digital storybook.

Says Avish Gordhan, executive creative director, M&C Saatchi: “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.”

Claire West, head of marketing, brand and strategy at BIG W, says the Big Days at Home platform is fast becoming known as 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. The Big-Headed Bilby! Is not only a fun activity to enjoy together, it’s also a beautiful story about embracing the differences we encounter in the world around us.”

The Big-Headed Bilby! can be accessed on Facebook Messenger from 26 June via thebigheadedbilby.com.au throughout the school holidays, with a campaign roll-out across in-store, social, PR, influencer marketing and owned channels.

Client – BIG W
Head of Marketing – Brand and Strategy: Claire West
Senior Marketing Manager – Customer & Planning: Sabrina Douglas
Marketing Manager – Local Area Marketing: Victoria Shipp
Senior Marketing Manager – PR & Influencers: Michelle Bartolo
Senior Marketing Manager – Social and Digital Performance Media: Alice Harrison

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

Character Designer and Animator: Julian Burgess
Designer: Anna Fraser

PR Agency: Red Havas
Group Account Director – Kirsty McGorty
Senior Account Director – Aviva Waks

Media: Woolies X
Senior Manager Client Service – Ankita Jain