BIG W has announced the launch of its new Home Living campaign, with a spotlight on its exclusive Openook brand, introducing families to the quality, on-trend and great value homewares available everyday at BIG W.
Developed by M&C Saatchi, the campaign stars a beloved family schnauzer, who follows his owners around the home and provides his tick of approval on a range of new pieces from BIG W. Unsurprisingly, he is less than impressed with the cat-themed items he discovers – asserting they have ‘got to go’ – but otherwise expresses his satisfaction with the styling choices of his family.
Each of the four 15 second films hero categories from BIG W’s Home Living range – dining, bedding, decor, along with small kitchen appliances. Spotlighting colourful and textured cushions and throws, along with stylish dinnerware and glassware designed with family life in mind, the campaign shows how even small additions can help juggling families breathe a sigh of contentment when they walk through the door at the end of a big day.
The launch of the Home Living campaign marks a significant step-change for BIG W’s homewares offering, with its new and exclusive Openook brand featuring a range of on-trend pieces carefully crafted by BIG W’s in-house team of local designers. A continuation of its mission to provide a real difference for families, the range is designed to help customers add a touch of style to their homes in an affordable way, with items such as Boucle Cushions for just $10 and dishwasher safe ceramic singles dinnerware from $3.50.
Brendan Donnelly, creative director – M&C Saatchi says: “Everyone has their own opinion when it comes to styling the home, even the beloved family pet, in this case a design-critic schnauzer. Our goal was to showcase the quality and affordability of BIG W’s Home Living range while injecting a humorous element into our storytelling.”
Vanessa Rowed, marketing director at BIG W says: “The introduction of our locally designed and exclusive Openook brand is an exciting step forward for BIG W. We know families are looking for more affordable ways to breathe new life into their homes, whether by adding a key statement piece, small décor touches, or a complete room refresh. Openook is for every corner of your home, supporting our mission to provide great value everyday with trusted quality and on-trend products.”
BIG W’s Home Living campaign will roll out across TV, OOH, Radio, OLV, Digital Display, in-store, social, PR, influencer marketing and owned channels.
Marketing Director: Vanessa Rowed
Head of Marketing, Brand & Strategy: Claire West
Senior Marketing Manager Category Marketing: Sally McLean
Marketing Manager Home Living: Jana Karatasas
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
National Executive Creative Director: Emma Robbins
Creative Director: Brendan Donnelly
Group Strategy Director: Vanessa Graham
Senior Strategist: Amy Grant
Copywriter: Claire Kirby
Senior Copywriter: Michael Harris
Art Director: Jake Rowland
Lead Print Producer: Greg Hyslop
Senior TV Producer: Simone Greentree
Group Head: Ben Greenslade
Senior Account Director: Adelaide Hinton
Senior Account Manager: Dorian Lagarrigue
Director: Tim Green
Producer: Catherine Warner
Photographer: Nick Bowers
Executive Producer: Ross Colebatch
Media Agency: Carat, Woolies X
PR Agency: Red Havas
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