BIG W has unveiled its new brand campaign via 72andSunny that puts Aussie mums at the centre, spotlighting the chaos of everyday family life, and the small but meaningful wins that BIG W can provide along the way.
Rolling out across TV, online video, social, OOH, radio and in-store, the integrated campaign brings these insights to life through curated snapshots of Aussie family households.
The campaign launches throughout September and will run nationally.
From holiday boredom battles and working-from-home struggles, to the realities of finding ‘me-time’ and the infamous bedtime stand-offs, no topic is off the table. BIG W promotes products and services that make these daily challenges a little bit easier, whether that’s kitchen essentials that save dinner time or LEGO toys that buy 15 minutes of peace.
“We wanted to move away from the polished version of family life you often see in advertising, and instead show the truth – the chaos, the laughter, the meltdowns, and the everyday magic that mums orchestrate. Our customers tell us it’s those small wins – like finding the right lunchbox or grabbing a last-minute birthday present – that make all the difference. This campaign is about celebrating them, and showing how BIG W is here to help,” BIG W head of marketing, Sabrina Douglas said.
“Parents don’t need another glossy version of advertising perfection. They need to feel seen, supported and celebrated. By leaning into the everyday chaos of parenting with an unnerving honesty, we’ve created the first of many campaigns for BIG W that feel as real as ‘mum-life’ actually is. By stripping back the marketing and advertising layers, we’ve created something by mums, with mums and for mums,” 72andSunny chief creative officer, Wez Hawes added.
Credits:
Brand: BIG W
Agency: 72andSunny Sydney
Production Co: Good Oil
Director: Madeline Purdy
Executive Producer: Sam Long
Producer: Ellie Craven
Casting: Citizen Jane
Offline Edit: The Editors
Colour Grade: Alina Bermingham
Online: Matt Campbell
Sound design: Otis studios
