BIG W has announced the launch of its new Christmas campaign – Make a Little Magic.
The 60 second film, produced by M&C Saatchi, follows the story of a young boy named Noel, known by fellow townsfolk as “Santa Hands,” with the ability to turn everyday objects Christmassy and bring festive fun all year round.
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 6 November.
The Big Golden Guitar at Big W’s original store in Tamworth, has been electrified with a show-stopping light projection. It also plays Christmas carols to the delight, and perhaps chagrin, of passers-by.
In Queensland, the world-famous Big Pineapple in Woombye has been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights, and big blue star sitting on top for the final festive flourish.
Brendan Donnelly, creative director – M&C Saatchi said: “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.”
Claire West, BIG W’s head of marketing – brand & strategy added: “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 Harrop
Producer: Hamish Roxburgh
Post House: Res
Media Agency: Carat, Woolies X
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