This ad was inspired by all the parties my wife and I have thrown for our kids over the years, they weren’t always perfect but they were full of love and BIG W has always been there with everything we needed to pull it off.
Any parent with a young family would agree: ‘Every day’s a big day’, because once kids arrive, the pace of life revs up more than a few gears. Suddenly there are so many more things to consider. The frenetic routine of bathing, sleeping, feeding, getting them dressed, preparing them for school, and always being there to offer them emotional support.
But amongst all the chaos, there’s great joy in raising little people and we wouldn’t change it for the world. That’s why when their birthday comes around, we somehow muster the energy to go that extra mile to host an extraordinary birthday party for them and their friends.
Inspired by this thought, we showed how BIG W is always there to support parents raise a growing family, we highlighted all the imperfect moments that come together to create a perfect birthday party and also created a fresh, new look and feel for BIG W that connected to Mums & Dads everywhere.
‘Reverse Birthday’ launched BIG W’s new ‘Every day is a big day’ brand positioning and worked its socks off nationally across traditional channels and the fun reverse narrative construct worked a treat across various social channels.
It was also fun to re-record one of my favourite tracks ‘Happy Together’ by The Turtles with Song Zu. We had Mum & the Kids join in on the chorus to create a big, family feel.
Below are how we showed up in Facebook Carousels and Branded Instagram Stories
BigW Ad 1080 from Ken Buchan on Vimeo.
Online, our reverse footage worked brilliantly to grab attention in that crucial first 5 second window, it was also interactive on Facebook Flipbooks, viewed as a series of rapid stills within Instagram Carousels, and kept our audience watching as YouTube Pre-rolls
Below are examples of the Print, Poster and Digital executions of our BIG W Campaign, we crafted a new typeface and added a more playful personality to the BIG W dots.