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BIG W Brings a Touch of Christmas Magic in Latest Campaign

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M&C Saatchi Sydney's campaign captures emotive story reflective of the year by celebrating community heroes and excitement of the season ahead

BIG W Brings a Touch of Christmas Magic in Latest Campaign

2020 has been a year like no other, and this Christmas will be celebrated in a way like no other. To highlight this, BIG W has kicked off its seasonal campaign via M&C Saatchi Sydney, with a message that it’s time to ​bring on the lights, the anticipation, the smiles and surprises - it’s time to bring on Christmas.

The campaign launched on air with a 30 second brand TVC.

The TVC shows B​IG W helping a community bring one boy’s Christmas wish to life this year, after his D​ad selflessly ​gave up Christmas with his family last year to battle the local bushfires. Jack​ ​rallies his community together and wi​th the help of BIG W, surprises his family with an incredible Christmas lights makeover.


Avish Gordhan, executive creative director, M&C Saatchi, commented: “​Any Christmas campaign is big, but this year we had an opportunity to do something different - a meaningful act rather than a traditional Christmas ad. This was a chance to bring on the good vibes of Christmas and we started by doing that for Jack and his family.”

General manager, marketing, BIG W, Kristen Linders, said every day really has been a big day this year: “The anticipation of the festive season is building, and at BIG W we’re ​doing all we can to make preparing for Christmas a little bit easier for families. We have curated thousands of affordable gifts under $30 for our online Gift Spot, safer shopping experiences with Contactless Pick up, Direct to boot and online lay-by, as well as faster delivery solutions to ensure your special Christmas gifts make their way to loved ones, near and far.”

BIG W’s ‘Bring on Christmas’ TVC forms part of a wider integrated marketing effort across TV, radio, online, social, OOH, SEM and PR.


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Client: BIG W

Kristen Linders – General Manager, Marketing
Carly Bowra – Head of Marketing – Creative at BlueDot
Mel McPherson – Marketing Manager
Fiona Harrop – Head of Media Buying, Social Media and Public Relations
Michelle Bartolo – Public Relations Manager
Alice Harrison – Social Media Manager
Aleksandra Knezevic – Marketing Coordinator

Creative Agency: M&C Saatchi

CCO: Cam Blackley

Executive Creative Director: Avish Gordhan & Mandie van der Merwe

Creative Director: Brendan Donnelly

Copywriter: Tom Bradbeer

Art Director: Laura Brown

Design Director: Simone Cherry

Group Head: Ben Greenslade

Senior Account Director: Laura Jones

Account Manager: Britta Fehn-Jeffery

Account Manager: Sean O’Shea

Account Executive: Brianna Morton

Integrated Project Director: Vanessa Millemaggi

Senior Strategy Director: Sabrina Douglas

Social Strategy Director: Emma Parsons

Strategist: Amy Grant

Senior TV Producer: Ros Payne

Production Company: Filmgraphics

Directors: Tourist

Producer: Anna Fawcett

Post Production: Resolution

Music and sound design: Song Zu

PR Agency: R​ ed Havas Media Agency

Genres: People

Categories: Retail and Restaurants , Retail Stores

M&C Saatchi Australia Group, Tue, 03 Nov 2020 23:14:43 GMT