In First Work For Big W, 72andSunny Tackles Chaos Of Parenting

In partnership with 72andSunny, Big W has launched its new brand campaign that puts Aussie mums at the centre, celebrating the chaos of everyday family life -- and the small but meaningful wins that Big W can provide along the way.

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. 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 mums 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 mums 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 mums, with mums and for mums.”

Rolling out across TV, online video, social, OOH, radio and in-store, the integrated campaign brings these relatable insights to life through authentic curated snapshots of Aussie family households, ensuring mums see themselves and their realities reflected on screen. The campaign launches throughout September and will run nationally.