BIG W gets real about family chaos in new ‘How Good’s That’ brand platform via 72andSunny

BIG W has launched its new brand platform ‘How Good’s That’ via 72andSunny, in a humorous and relatable take on the chaos of family life.

The new platform highlights how BIG W is the ultimate ‘wing woman’, helping provide parents with a moment of bliss amidst the rough and tumble of family life – whether it’s to entertain the little ones for 5 minutes of peace, or to keep them busy in school holidays.

Ryan Gracie, the brand’s recently appointed Chief Customer and Revenue Officer, posted about the news on LinkedIn, saying “How Good’s That, is the great Aussie response to so many of life’s little wins, and it’s the feeling we want every Australian to feel when they experience BIG W.”

The new platform is part of a step change for BIG W, with Gracie noting that “life’s not always as glossy as we’ve made it look in the past, it’s time we embraced the reality and the chaos of life as a parent”. He adds “This is real life, it’s relatable, it’s raw, and it’s absolutely brilliant work from an incredible team”.

A suite of new creative assets, including television commercials, social media content and out of home placements, features authentic reactions from real parents on everyday experiences with kids.