Team members dressed up in DIY costumes.
BIG W’s Big Whopping Toy Sale has landed in stores, and to celebrate, BIG W has unveiled a new creative which brings to life the excitement of its store teams when preparing for the sale each year.
Developed by M&C Saatchi, the creative features three 15 second films, nodding to the real life experiences of team members. For more than a decade, BIG W teams have been dressing up as toy characters to get into the spirit and bring smiles to the faces of customers.
This year’s creative brings this to life in a BIG way, with team members dressed up in DIY costumes as Optimus Prime, Bluey and a dinosaur among others - paying homage to some of the movie blockbusters, Australian favourites and iconic global toy brands on sale at BIG W.
To really celebrate the team who make the BIG W Toy Event what it is each year, the films feature a selection of cast members who are from BIG W stores - including Jason from BIG W Charlestown, who appears in the Bumblebee Transformers costume.
Brendan Donnelly, creative director at M&C Saatchi, said it’s not just the kids getting excited about toys, the campaign was inspired by the very real excitement that BIG W team members feel for BIG W’s annual toy sale.
"Hand-made costumes and a little over-enthusiasm have helped us convey the scale of the event and the incredible proof points BIG W has to help customers maximise the savings available in the Big Whopping Toy Sale," he said.
Vanessa Rowed, marketing director at BIG W said for nearly two decades, BIG W’s highly anticipated annual toy sale has held a special place on the calendars of not only Australian families, but also its team members.
"This year, we wanted to show the energy and enthusiasm felt by our own team in the lead up to and during the sale," said rowed.
"Our teams are just as excited by the sale as parents so this was a great way to recognise and acknowledge all of the work that goes into this very special event for BIG W.”
BIG W’s Big Whopping Toy Sale features big discounts on the latest and greatest toys kids love with selected favourites better than half price. Available online and in store now, running until July 12.
The campaign will roll-out across TV, Retail OOH, Digital Audio, OLV Podcasts, Live Reads, Digital Display, In-store, Social, PR, Influencer Marketing and owned channels.
https://www.youtube.com/watch?v=hDF4JPqIi2g
Credits:
BIG W:
· Director of Marketing- Vanessa Rowed
· Head of Marketing- Claire West
· Category Marketing Manager - Toys & Leisure - Jess Smith
· Assistant Marketing Manager, Campaigns - Aimee Carroll
· Marketing Manager - Social & Digital Performance - Elaine Esbenshade
Creative Agency: M&C Saatchi Sydney
· Chief Creative Officer - Cam Blackley
· Executive Creative Director - Emma Robbins
· Creative Director - Brendan Donnelly
· Senior Writer - Michael Harris
· Art Director - Billie Gurr
· Senior Strategist - Amy Grant
· Social Strategist - Francisco Phillips
· Senior Broadcast Producer - Lill Schroeder
· Group Head - Ben Greenslade
· Senior Account Director - Sam Siddons
· Senior Account Manager - Dorian Lagarrigue
· Lead Print Producer - Greg Hyslop
· Senior Integrated Producer - Jacqui Rechtman
· Design Director - James Jamias
· Digital Designer - Gabby Orfanos
· Integrated Designer - Chantelle Galaz
Production:
BlueDot Studios
Sound design:
Massive Music
Post Production:
Offline edit: Mark Parry
Online: Resolution Design
PR Agency: Red Havas
Media: Carat and Woolies X
