BIG W has announced the launch of its new Christmas campaign, where mums are given kudos, not the big guy in red. Off the back of their recent brand campaign, BIG W continues to lean into the chaos of parenthood by acknowledging the tireless efforts mums put into making Christmas magical.
Ignoring the traditional tropes of Christmas advertising, BIG W instead gives mums a moment to shine, by voicing their massive Christmas to-do-list. The festive mental and physical load, traditionally picked up by mums, is brought to life by a series of vox-pops from real mums in the shopping centres of Australia. From cooking, cleaning, decorating, present buying (including the dog), to wrapping, managing secret santas, and remembering to do Elf on the Shelf, no thankless task is off limits. The campaign, created by 72andSunny, aims to champion mums during the often-chaotic lead-up to the festive season.
In other executions, BIG W captures the chaos of Christmas mornings, as well as playfully bringing to life its late-night store opening hours for those last-minute stocking filler trips.
Debbie Leader, head of trade BIG W: “Christmas doesn’t just happen – it’s mums who take on the burden of the festive to-do list more often than not. To celebrate and champion the real heroes of Christmas we put real mums at the heart of our campaign and gave them a platform to celebrate the moments that matter.”
Wesley Hawes, chief creative officer, 72andSunny Sydney: “The 2025 BIG W Christmas campaign is a world away from the magical, blockbuster campaigns about to flood your TV screens and Linkedin feeds. It’s heart-warming and poignant in so much as we’re focusing on the real people who make Christmas so magical. It’s a real and raw approach that is more truthful than tinsel.”
BIG W’s Christmas campaign launches this week, 4 November, across a variety of media channels, including TV, BVOD/SVOD, YouTube, Social Media, and OOH.
