BIG W Brings The Magic In Christmas Campaign Via M&C Saatchi

BIG W Brings The Magic In Christmas Campaign Via M&C Saatchi

That magical time of year is almost upon us once again – Christmas.

And BIG W has kicked off its seasonal campaign on air by bringing a little magic to our screens with its 30-second brand TVC, capturing the eager anticipation that’s felt by kids across the country in the countdown to Christmas.

Created by M&C Saatchi, the high-tempo TV spot is told from the vantage point of one very excited little girl who runs to the Christmas tree every morning in December in the hopes that Santa has been.

M&C Saatchi creative director Brendan Donnelly said: “Christmas isn’t just about the decorations, the tree or even the gifts, but rather the magical family moments they help to create.

“We all know what it’s like to wait for Christmas day throughout the month of December, and we wanted to bring that familiar feeling of anticipation and sheer delight of the season through to this campaign.”

According to BIG W general manager marketing Kristen Linders the campaign continues the discount department store’s recent marketing focus on families, which is beginning to strike a chord with customers.

“We know that Christmas is a busy time for families, and we’re doing all we can to make it that little bit easier, from introducing our convenient and free same day Pick-up service, to curating gift guides online that help make choosing the perfect gift that much easier.

“We’re also making Christmas more affordable by dropping prices on over 4000 items across the store.”

BIG W’s ‘Bring the Magic’ TVC forms part of a wider integrated marketing effort across TV, radio, online, social, OOH, SEM, PR and social media.


Client: BIG W

General manager of marketing: Kristen Linders

Head of digital and category marketing: Carly Bowra

Marketing manager: Melanie McPherson

Head of design, production and store marketing: Rebecca Spurr

Head of media buying, social media and PR: Fiona Harrop

PR manager: Michelle Bartolo

Creative agency: M&C Saatchi

Media agency: Woolworths@DAN

PR agency: Magnum & Co


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