M&C Saatchi Tells Parents To Keep Up With Their Kids In New BIG W Ad

M&C Saatchi Tells Parents To Keep Up With Their Kids In New BIG W Ad

BIG W is building on its ‘Kids Happen – and it’s Wonderful’ campaign by launching ‘Kids Happen – Kids on the Move ’.

The campaign is set to continue to build on BIG W’s brand mission to make a real difference for families.

Created by M&C Saatchi, the campaign was born out of the insight that once kids start moving, they never stop.

It captures the essence of real family life through a montage of sentimental moments from a baby’s first steps in a walker, to learning how to ride a bike and scooter.

Focusing on the memories and the experiences BIG W products create, this campaign reinforces BIG W’s commitment to providing real solutions that make a real difference to families across Australia.

The closing frame of the TVC evokes a sense of nostalgia, with an aerial shot of the most quintessential Australian cul-de-sac – a place for hives of activities that are all too familiar to Australians both old and young.

Kristen Linders, general manager of marketing at BIG W, said the campaign represents the company’s understanding and care for the realities of family life at home in Australia.

“At BIG W, we’re all for kids. That’s why we’ve got everything kids need to keep going and everything parents need to keep up,” she said.

“’Kids Happen’ and BIG W provided real solutions to make this journey easier for our customers. We know families need real solutions, for their everyday needs, at affordable prices – especially when raising kids.”

The campaign is set to run across TV, radio and social, and will be supported by BIG W’s new positional catalogue, which a provides a solution-first shopping experience across both the kids and baby ranges.


Client: BIG W

General manager of marketing: Kristen Linders

Head of brand and Universe marketing: Carly Bowra

Marketing manager, Kids Universe: Ruchi Agarwal

Creative agency: M&C Saatchi

Media agency: Woolworths@DAN

PR agency: Magnum & Co

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