SYDNEY, AUSTRALIA – In partnership with 72andSunny, BIG W has unveiled its new brand campaign that puts Aussie moms at the center, celebrating the real, unfiltered chaos of everyday family life – and the small but meaningful wins that BIG W can provide along the way.
The campaign shines a light on the beautiful messiness of modern parenting. 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. With humor, honesty and understanding, BIG W is positioned as the go-to destination for products and services that make these daily challenges that little bit easier. The endline is “How good’s that”.
At the core of the campaign is BIG W’s new brand line, which becomes an answer to the little (and big) wins covered. Whether that’s 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 moms find solutions in the thick of it all.
BIG W Head of Marketing, Sabrina Douglas, said: “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 moms 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.”
72andSunny Chief Creative Officer, Wez Hawes said: “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 moms, with moms and for moms.”
