72andSunny has been paying attention to Reels. It knows that mums are hooked on videos that “get” the unfiltered chaos of everyday family life. And it has given a bunch of them to Big W to create a bond the retailer has needed for a while as it moves away from “cheap” to useful.
The new Australian highlights the beautiful messiness of modern parenting and the small but meaningful wins that BIG W can provide along the way. 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.
72andSunny chief creative officer, Wez Hawes, commented, “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 has also given Big W humour, honesty and understanding, positioning the chain as the go-to destination for products and services that make parenting’s daily challenges a little bit easier. The endline is, “How good’s that”. The line becomes the answer to little (and big) wins. Whether they’re affordable school supplies that survive the backpack, kitchen essentials that save dinner time, or LEGO toys that buy 15 minutes of peace, BIG W helps Aussie mums find solutions in the thick of it all.
BIG W head of marketing, Sabrina Douglas, stated, “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.”
The full Australia-wide campaign covers TV, online video, social, OOH, radio and in-store, using authentic curated snapshots of Aussie family households, ensuring mums see themselves and their realities reflected on screen.
Credits:
Client: BIG W
Agency: 72andSunny Sydney
Production Company: 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
