BIG W: Live big for less the message in new animated/live-action campaign via IdeaWorks

The promise of big brand names at everyday low prices is at the heart of a multi-million dollar media campaign for retailer BIG W, via IdeaWork, Sydney which launched Sunday. The new commercials see BIG W customers living big for less alongside big brand names in a vibrant multicoloured world.

The new campaign was created by IdeaWorks’ Louise Mahoney and directed by Sam Bryant via production company Luscious. The distinctive look of the new commercials, which will be played out across all media, catalogues and in store, was created by award winning artist Merryn Trevethan.

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The spots are set to Ian Dury’s classic, ‘I Want To Be Straight’, with lyrics reflecting BIG W’s price and range promise.

Says Scott Baird, BIG W marketing manager: “BIG W has a long history of offering big national brands for less but this campaign brings a new dimension to the brand proposition, strongly communicating the emotional benefit to the consumer through the promise of ‘Live Big for Less.

“It’s been terrific working with Merryn to bring to life a bright multicoloured city where much loved Australian brands including Bonds, Fisher Price, Nintendo Wii, Revlon and Mambo are bought to life in such an ingenious way,” said Scott.

“The unique canvases celebrate the small moments of everyday life with joyous, uplifting images. It’s a breath of fresh air for BIG W and will cement our position as Australia’s favourite discount department store.”

A brand building campaign will run during November with distinctive Christmas and new season spots to follow on the positive theme.