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