BIG W Introduces Santa Hands in new Christmas campaign via M&C Saatchi, Sydney
BIG W has today announced the launch of its new Christmas campaign – Make a Little Magic – developed by M&C Saatchi Sydney.
The campaign sees a young boy, known affectionately as “Santa Hands” magically turn everyday objects Christmassy, capturing the transformative power of the festive season.
The 60 second film follows the story of a young boy named Noel with an unexpected talent, the ability to make Christmas all year round. Like all good characters, his town has given him a nickname; Santa Hands – the carrier of the Christmas spirit.
Noel dons knitted Christmas gloves that he wears day in day out – a strange sight for the Australian climate. The story is cinematic, heart-warming, and unmistakably Australian, with gentle touches of magic and moments of relatable humour.
BIG W is also bringing the Make a Little Magic campaign to life by transforming Australia’s most iconic BIG Things – the Big Golden Guitar and the Big Pineapple – into incredible festive spectacles herald the beginning of the festive season from now until the 6th November.
Courtesy of Santa Hands, in Tamworth, the home of BIG W’s first official store, the Big Golden Guitar has been electrified with a show stopping light projection and plays Christmas carols to the delight of passers-by. In Queensland, the world-famous Big Pineapple in Woombye has also been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights, and big blue star sitting on top for the final festive flourish.
Says Brendan Donnelly, creative director, M&C Saatchi: “If a jolly big man in a red suit can squeeze down a chimney and reindeer fly, why can’t an Aussie kid bring Christmas magic to life through their hands? Santa hands is a fun story that demonstrates that we can all have the ability to create a little magic come Christmas.”
Says Claire West, head of marketing – brand and strategy at BIG W: “After a tough couple of years, we’re dialling up the magic of the festive season in a fun and very Australian way. Noel is the playful embodiment of BIG W, the retailer which helps Christmas lovers around the country bring a little magic into their celebrations. We have everything you need from bon bons to big brand gifts, fam jams to festive tableware, and all at an exceptional value from just $1.”
BIG W’s Make a Little Magic Christmas campaign will also see 30 and 15 second film executions, complimented by OOH, radio, digital, social, SEM, PR and influencer activity.
Client: BIG W
Claire West – Head of Marketing, Brand and Universe Marketing
Fiona Harrop – Head of Marketing, Channels and Optimisation
Stephanie Denman – Marketing Manager – Campaigns
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
Executive Creative Director: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Senior Copywriter: Nicole Conway
Senior Art Director: Tim Batterham
Group Strategy Director: Vanessa Graham
Senior Strategist: Amy Grant
Head of Content: Emma Parsons
Social Media Manager: Francisco Phillips
Senior Broadcast Producer: Lill Schroeder
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Senior Account Manager: Dorian Lagarrigue
Executive Integrated Producer: Henry Welch
Senior Motion Designer: Alex Ardino
PR Agency: Red Havas
Production: Good Oil
Director: Fiona McGee
Producer: Hamish Roxburgh
Post House: Res
Music and Sound Design: MassiveMusic
Media Agency: Carat, Woolies X
38 Comments
snickers
This is very charming, nice work all round!
So I’m old enough to have seen this execution done for Skittles (https://www.youtube.com/watch?v=nIGZSXUD1GM) and James Boags (https://www.youtube.com/watch?v=nFCxhtdZXFs) but you know what? Who freaking cares. Personally I’m just stoked to see abstract back in adland again.
And they ripped off King Midas! I guess that makes Skittles unoriginal, right?
Nothing is new blah blah. Very true.
But ripping off other ads is different then making fun of a concept from ageless myth. Isn’t it?
Do you mean execution or idea?
Idea is similar, execution wildly different in all three.
Let’s start to understand this basic difference and then maybe ads will get better in Australia again.
Absolute ripper! I’m jealous.
This is really lovely for big w
Crunching the gears on this one.
Is it meant to rhyme? The story is running at pace from the first shotI wasn’t sure what was happening, and the production values just aren’t there.
I understand the brand is blue, but does the grade have to be too. What is that window 98 star burst effect too?
For the love of Christmas, that is a craft-less mess.
Santa Hands shoulda given the ol’ Midas touch to Kmart’s Xmas attempts this year…
The idea is ok, the execution is not
A lovely idea that put a smile on my dial.
https://www.youtube.com/watch?v=EPkv9HzJvMY&ab_channel=DoseofGoodAds
meets Pure Waters.
This is good. We need more of this!
Such nice work for Big W, go Tim and Nic!
Makes me smile, gets a clear message across and sets up a theme they can retail against. Nice one.
Lovely, lovely stuff Cam and co.
Hats off.
None, but that’s the look. The i don’t really care what it looks like look, but here’s a semi whacky idea shoehorned in from other ads or whatever.
Feels very Aldi. In a good way.
Not Aldi and also how am i to trust a comparison put forward by someone who can’t spell ‘like’?
In good company then?
You’ve watched skittles ads right?
If you think these are in the same league then you should quit right now. You’ll have a much better life if you do so.
Ignore the naysayers Brendan and co. This is a lovely spot for a retail-centric client. It wouldn’t be out of place among the British Christmas fayre.
Wow. Just wow! That’s a big statement isn’t it?
‘It wouldn’t be out of place amongst British Christmas ads’?
Wow! I’m actually in shock that came out of someone’s mouth. You need to get yours brain and eyes checked. I’m slightly concerned for your well being.
I’m all for championing some more abstract ideas, good step in the right direction, but let’s hold our horses on the full gushing, deranged and slightly creepy praise.
Love this concept and it’s such a nostalgic Aussie Christmas classic. Love the tie ins to the magic touch and thank you for reminding me of the skittle campaign!
Touch of Christmas brilliance. Well done.
Any deflective reference to skittles here is highly insulting to the people who worked on that skittles ad. Have a little think about the people you’re shitting on to make yourself feel better.
This one has an idea!! A real-life idea!! Kudos. Santa Hands wins Xmas (so far)
A few of these commenters have been touching themselves with the ol Santa hands too much if they think this was anything more than c-grade
Vommed after 3″ in.
The irony of this comment is amazing
Yes ironic, but also true in a very blunt way.
https://www.youtube.com/watch?v=Yq6_WspQwDY&t=170s
Superb on every level.From the same agency but a different era.
I was there and loved the work and everything about 131.
See that’s how you do it Kmart… it’s called an idea. Well done Big W.
Why swear God’s name?
That felt a lot longer than a 60. Also felt like they ran out of budget after 30 but it’s a better spot than I have made this year.
Only good thing Big W has put out. Including anything in its stores. Nice work