BIG W unwraps the true joy of giving this Christmas in new campaign via M&C Saatchi

BIG W has launched its 2021 Christmas campaign via M&C Saatchi Sydney, reminding Australians just how good it feels to give. Kicking off with a 30-second brand TVC last night, the retailer’s For the love of giving campaign was born from the insight that the best gift givers are those who go the extra mile to understand what will truly make someone happy.

The film is a nod to knowing parents who gladly make sacrifices for their kids and loved ones, doing almost anything to put a smile on their face. In the film, we see a Mum giving gifts she knows will make her life a little difficult, but she does it anyway.

Says Avish Gordhan, executive creative director, M&C Saatchi: “My parents got me a tabla drum set when I was a kid and I’m sure they regretted that while I was learning how to play. This campaign is built around that truth – parents give for the love of giving. We have the instinct to put the ones we love first because the joy on their faces is worth it. Even if that means being woken to rhythmless percussive beats at 6am.”

Says Kristen Linders, general manager marketing, BIG W: “After a trying year for many, Aussies are even more excited about celebrating the festive season with friends and family, and we’re here to make the experience all the more special and bring a little joy in our uniquely BIG W way. Finding that perfect gift this Christmas is that much easier at BIG W, with thousands of great value gifts under $30, which are all easy to find with our dedicated Gift Spot.”

BIG W’s For the love of giving TVC forms part of a wider integrated marketing effort across TV, Radio, Online, Social, OOH, SEM, PR and Influencer activity.

Client: BIG W
Kristen Linders – General Manager, Marketing
Claire West – Head of Marketing, Brand and Strategy
Fiona Harrop – Head of Channels and Optimisation
Stephanie Denman – Marketing Manager – Campaigns
Claudine Laycock – Assistant 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: Janet Evans
Copywriter: Jason Leigh
Art Director: Rob Gordon
Head of Strategy: Rachael Fraser
Senior Strategist: Amy Grant
Head of Content: Emma Parsons
Senior Broadcast Producer: Lillian Schroeder
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Integrated Project Director: Vanessa Millemaggi
Account Executive: Ingrid Williams
Integrated Producer: Vanessa Fernandez
Studio Manager: Fleur Farrington
James Jamias: Design Director
William Gembitsky: Motion Designer

Production Company: Good Oil
Director: Stuart Bowen
Producer: Catherine Warner
Sound: Song Zu
Edit: Arc Edit
Grade & Online: Andy Clarkson & Resolution Design

PR Agency: Red Havas
Media Agency: Carat, Woolies X