BIG W is turning toy troubles into smiles with its Toys for Joy initiative, an in-store recycling program that helps to prevent broken and battered toys from ending up in landfill.
The toys are recycled through BIG W’s recycling partners, giving eligible toys a new lease on life while sparking joy for both parents and children.
“We know how hard it can be for children to part with those well-loved but broken toys," Vanessa Rowed, marketing director at BIG W, said.
"With Toys for Joy, we’re giving everyone a reason to smile—it’s a simple solution that feels good for everyone involved.”
The campaign is anchored by a playful music video featuring a quirky band of broken toys on a joyful journey of recycling.
Developed by M&C Saatchi, the creative brings to life the fun of turning trash into treasure while educating families about the program. Designed to engage both kids and parents in shared viewing, the campaign addresses the emotional challenge of letting go of once-loved toys, showing kids that even the toys feel good about being recycled through BIG W.
"The Toys for Joy recycling program is all about a positive future, and what better way to spread the message than by bringing a band of actual broken toys together to sing it?" said Scott Dettrick, national executive creative director at M&C Saatchi.
"This campaign was so much fun to create, we’re sure it’ll bring as many smiles as we had while making it. I’m quietly hoping it also helps us clear out a few toys from my house."
CREDITS
Client: BIG W
● Marketing Director: Vanessa Rowed
● Head of Marketing – Customer and Brand Experience: Sabrina Douglas
● Senior Marketing Manager: Tamsin Lysons
● Assistant Marketing Manager: Rebecca Marman
Agency: M&C Saatchi
● Chief Creative Officer: Steve Coll
● Executive Creative Director: Scott Dettrick
● Senior Art Director: Alexandra Antoniou
● Senior Copywriter: Julia Spencer
● Group Head: Ben Greenslade
● Senior Account Director: Adelaide Hinton
● Strategy Director: Sarah Pont
● Senior Broadcast Producer: Lill Schroader
● Senior Integrated Producer: Gemma Heyes
Production: Resolution Design
● Director: Peter Nizic
● Producer: Mitchell Carr
● Director of Photography: Simon Higgins
● Model Maker: Jacqui Hudson
● Character Development: Robert Peters
● 3D Modeling: James Kara
● Line Producer: Henry Richardson
● Creative Director: Josh Logue
● Post Producer: Olivia Reddy
● Editors: Peter Nizic & Etienne Ancelet
● Online: Doron Man
● Grade: Matt Fez
Music & Sound: Massive Music
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