Shifting the spotlight from jolly ol’ St. Nick, BIG W has launched its 2025 Christmas campaign giving kudos to mums, rather than the big guy in red. Following their recent brand campaign, BIG W once again leans into the chaos of parenthood by acknowledging the tireless efforts mothers put into making Christmas magical.
Rather than going along with conventional Christmas advertising tropes, the campaign showcases mothers’ experiences through their extensive festive to-do lists.
The campaign, created by 72andSunny, features vox pops with real mums from shopping centers across Australia, illustrating the many responsibilities they take on — from cooking, cleaning, decorating, and gift buying (including for pets) to wrapping presents, managing Secret Santa exchanges, and remembering to move the Elf on the Shelf.
Additional executions capture the chaos of Christmas mornings and promote BIG W’s late-night store hours for last-minute shopping trips.
“Christmas doesn’t just happen – it’s mums who take on the burden of the festive to-do list more often than not,” said Debbie Leader, Head of Trade at BIG W.
“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.”
“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 Wesley Hawes, Chief Creative Officer, 72andSunny Sydney.
“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.”
BIG W’s Christmas campaign launches this week, 4 November, across a variety of media channels, including TV, BVOD/SVOD, YouTube, Social Media, and OOH.
Credits
BIG W
Chief Customer & Revenue Officer: Ryan Gracie
Head of Trade: Debbie Leader
Senior Marketing Manager: Doug Sexton
Marketing Manager: Caitlyn Nusdorfer
72andSunny
Production
Director: Lachlan Rotherham
Production Company: Poppet
Executive Producer: Nat Taylor
Producer: Beth Malcher
Post-production: 3P Studios
Sound: 3P Studios
