Following a young boy named Noel with an unexpected talent.
BIG W has launched its Christmas campaign, Make a Little Magic, which sees a young boy, known affectionately as Santa Hands, magically turn everyday objects Christmassy, capturing the transformative power of the festive season.
The 60 second film produced by M&C Saatchi, follows the story of a young boy named Noel with an unexpected talent, the ability to make Christmas all year round. Like all good characters, his town has given him a nickname; Santa Hands – the carrier of the Christmas spirit.
Noel dons knitted Christmas gloves that he wears day in day out – a strange sight for the Australian climate. The story is cinematic, heart-warming, and unmistakably Australian, with gentle touches of magic and moments of relatable humour.
BIG W is also bringing the Make a Little Magic campaign to life by transforming Australia’s most iconic BIG Things – the Big Golden Guitar and the Big Pineapple – into incredible festive spectacles herald the beginning of the festive season from now until the 6th November.
In Queensland, the world-famous Big Pineapple in Woombye has also been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights, and big blue star sitting on top for the final festive flourish.
Brendan Donnelly, Creative Director - M&C Saatchi says: “If a jolly big man in a red suit can squeeze down a chimney and reindeer fly, why can’t an Aussie kid bring Christmas magic to life through their hands? Santa hands is a fun story that demonstrates that we can all have the ability to create a little magic come Christmas.”
Claire West, head of marketing - Brand & Strategy at BIG W said: “After a tough couple of years, we’re dialling up the magic of the festive season in a fun and very Australian way. Noel is the playful embodiment of BIG W, the retailer which helps Christmas lovers around the country bring a little magic into their celebrations. We have everything you need from bon bons to big brand gifts, fam jams to festive tableware, and all at an exceptional value from just $1.”
BIG W’s Make a Little Magic Christmas campaign will also see 30 and 15 second film executions, complimented by OOH, Radio, Digital, Social, SEM, PR and Influencer activity.
Credits:
Client: BIG W
Claire West – Head of Marketing, Brand and Universe Marketing
Fiona Harrop - Head of Marketing, Channels and Optimisation
Stephanie Denman – Marketing Manager - Campaigns
Creative Agency: M&C Saatchi Sydney
CCO: Cam Blackley
Executive Creative Director: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Senior Copywriter: Nicole Conway
Senior Art Director: Tim Batterham
Group Strategy Director: Vanessa Graham
Senior Strategist: Amy Grant
Head of Content: Emma Parsons
Social Media Manager: Francisco Phillips
Senior Broadcast Producer: Lill Schroeder
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Senior Account Manager: Dorian Lagarrigue
Executive Integrated Producer: Henry Welch
Senior Motion Designer: Alex Ardino
PR Agency: Red Havas
Production: Good Oil
Director: Fiona Harrop
Producer: Hamish Roxburgh
Post House: Res
Media Agency: Carat, Woolies X
