Mum's headline Christmas.
BIG W is giving mums kudos as the main protagonist of Christmas in a campaign via 72andSunny.
“Christmas doesn’t just happen - it’s mums who take on the burden of the festive to-do list more often than not," said Big W head of trade Debbie Leader.
"To celebrate and champion the real heroes of Christmas we put real mums at the heart of our campaign and gave them a platform to celebrate the moments that matter."
BIG W’s Christmas campaign is live across TV, BVOD/SVOD, YouTube, Social Media and OOH.
“The 2025 BIG W Christmas campaign is a world away from the magical, blockbuster campaigns about to flood your TV screens and Linkedin feeds," said 72andSunny Sydney chief creative officer, Wesley Hawes.
"It’s heart-warming and poignant in so much as we’re focusing on the real people who make Christmas so magical. It’s a real and raw approach that is more truthful than tinsel.”
Credits
Client: BIG W
Chief Customer & Revenue Officer - Ryan Gracie
Head of Trade: Debbie Leader
Senior Marketing Manager: Doug Sexton
Marketing Manager: Caitlyn Nusdorfer
Agency: 72andSunny
Production:
Director: Lachlan Rotherham
Production Company: Poppet
Executive Producer: Nat Taylor
Producer: Beth Malcher
Post-production: 3P Studios
Sound: 3P Studios
