BIG W introduces Home Living range through the discerning eyes of a beloved family Schnauzer in latest campaign via M&C Saatchi, Sydney
BIG W has announced the launch of its new Home Living campaign via M&C Saatchi, with a spotlight on its exclusive Openook brand, introducing families to the quality, on-trend and great value homewares available everyday at BIG W.
The campaign stars a beloved family schnauzer, who follows his owners around the home and provides his tick of approval on a range of new pieces from BIG W. Unsurprisingly, he is less than impressed with the cat-themed items he discovers – asserting they have ‘got to go’ – but otherwise expresses his satisfaction with the styling choices of his family.
Each of the four 15 second films hero categories from BIG W’s Home Living range – dining, bedding, decor, along with small kitchen appliances. Spotlighting colourful and textured cushions and throws, along with stylish dinnerware and glassware designed with family life in mind, the campaign shows how even small additions can help juggling families breathe a sigh of contentment when they walk through the door at the end of a big day.
The launch of the Home Living campaign marks a significant step-change for BIG W’s homewares offering, with its new and exclusive Openook brand featuring a range of on-trend pieces carefully crafted by BIG W’s in-house team of local designers. A continuation of its mission to provide a real difference for families, the range is designed to help customers add a touch of style to their homes in an affordable way, with items such as Boucle Cushions for just $10 and dishwasher safe ceramic singles dinnerware from $3.50.
Says Brendan Donnelly, creative director, M&C Saatchi: “Everyone has their own opinion when it comes to styling the home, even the beloved family pet, in this case adesign-critic schnauzer. Our goal was to showcase the quality and affordability of BIG W’s Home Living range while injecting a humorous element into our storytelling.”
Says Vanessa Rowed, marketing director at BIG W: “The introduction of our locally designed and exclusive Openook brand is an exciting step forward for BIG W. We know families are looking for more affordable ways to breathe new life into their homes, whether by adding a key statement piece, small décor touches, or a complete room refresh. Openook is for every corner of your home, supporting our mission to provide great value everyday with trusted quality and on-trend products.”
BIG W’s Home Living campaign will roll out across TV, OOH, radio, OLV, digital display, in-store, social, PR, influencer marketing and owned channels.
The Home Living range featuring BIG W’s new Openook brand is available in stores and online now, with more coming across the season.
BIG W
Marketing Director: Vanessa Rowed
Head of Marketing, Brand & Strategy: Claire West
Senior Marketing Manager Category Marketing: Sally McLean
Marketing Manager Home Living: Jana Karatasas
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
National Executive Creative Director: Emma Robbins
Creative Director: Brendan Donnelly
Group Strategy Director: Vanessa Graham
Senior Strategist: Amy Grant
Copywriter: Claire Kirby
Senior Copywriter: Michael Harris
Art Director: Jake Rowland
Lead Print Producer: Greg Hyslop
Senior TV Producer: Simone Greentree
Group Head: Ben Greenslade
Senior Account Director: Adelaide Hinton
Senior Account Manager: Dorian Lagarrigue
Production:
Film: Goodoil
Director: Tim Green
Producer: Catherine Warner
Stills: Photoplay
Photographer: Nick Bowers
Executive Producer: Ross Colebatch
Media Agency: Carat, Woolies X
PR Agency: Red Havas
19 Comments
Das ist gut!
good stuff Jake & Claire!
This is great.
Mick and Jake – mad love
AND CLAIRE SORRY!
Love them. And watched all of them too which is rare for me these days.
Wunderbar. Yippee Ki-Yay!
Feels like there would have been a fight between client and agency in how each spot ends. The switch into the ‘Happy Together’ jingle is a bit jarring.
Ok. Want to love it, but it’s the same ‘gag’ four times. Swedish accent links it to IKEA which is bad brand semiotics. It isn’t funny. Giving it a go? 10 points. Pulling it off? Minus 3. If Australia thinks this is good advertising, we need a wake-up call. Would expect more from the head of Australia’s creative community. Would not pass go in NYC or LDN.
It’s a schnauzer. It’s german.
Totally gorgeous!!!! Congrats legends!
Yeah…. this was bad.
Bloody great retail work. Simple, memorable and lands the product and price.
Well done to the team responsible.
I like these as fun, simple retail. However I saw them on TV and immediately thought they were IKEA. The combination of accent + price sticker feels very much like their stuff.
Ya – love it. Haven’t seen such good retail work in a while.
Love it, love it
I adore these ads! So simple but clever, they bring joy to my day.
I really like these. I apologise for moving out of character & being positive.
This campaign is lacking an awareness to common situations that cause significant numbers of serious injuries to young children. The campaign illustrates appliances that can cause horrific burn injuries to children if pulled from the bench. The kettle sitting right on the edge is a common cause of burn injuries that present to hospital A&E’s.
Smart marketing embraces social responsibility, this advertisement campaign is neither smart or socially responsible. Please think about the situations portrayed in advertising campaigns and if they tick all the right boxes, including demonstrating the safe use of the products they are promoting.