Big W launches ‘Total Toy Domination’ in new campaign via Saatchi & Saatchi Sydney
June 18 2014, 3:51 pm | | 3 Comments
BIG W is this week launching its annual toy sale with a campaign created by Saatchi & Saatchi Sydney.
Evil genius children plot total toy domination from their secret lair, hidden beneath the BIG W store. The TV campaign is supported by an extensive pre-roll campaign with a series of six spots that will drive awareness through shares and unpaid media.
Agency: Saatchi & Saatchi
Creative Director: Louise Mahoney
Art Director: Tony Paull
Copywriter: Guy Hobbs
Agency Producer: Llew Griffiths
Group Account Director: Claudia Cullen Account Director: Michelle Deluca Production Company: Rabbit Content Director: Abe Forsythe
Producer: Alex Hay
Post Production: Method
Music: Rafael May
3 Comments
Having worked with Steve the cat before, this is by far his best performances to date.
Good work Lou and the team. Perfect for Big W
This is a piss-poor effort.
I, and many others, find it offensive that agencies and retailers such as these still insist that only ‘mums’ are capable of toy shopping for the kids. Let’s just assume that she can find time to get away from the ironing board first!
And what of those kids who are being raised by a single dad, for example? Or, considering our ‘enlightened modern society’, two dads? I hope there are some more open minded retailers out there who are not still mired in this 1950s mentality that the only real family consists of Mum at home watching Days of our Lives while Dad works 9 to 5 at the office, to provide for their 2.4 rosy cheeked Children.
Welcome to 2014!