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A themed Birthday Party starts with an inspired thought from a parent with their child, we literally worked backwards from that initial spark and showed all the imperfectly perfect moments that happen along the way to creating an epic birthday party, thanks to a little help from BIG W. We also created a fresh, new look and feel for BIG W that connected with Mums & Dads everywhere.
The idea was also 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.
‘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 Meta 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.
