Australian discount shopping chain Big W has launched a national campaign to support the launch of its new brand identity, just in time for Christmas. The Live Big for Less campaign, the first of its kind in 17 years, is designed to reinforce Big W’s values of the home and family, honesty and lower prices, with a fresh contemporary feel. The two ads are online at www.livebigforless.com.au.
The Live Big For Less campaign was developed at Idea Works by creative group head Mel Coenen-Eyre; art director Marie Mansfield; creative director Jono McCauley and agency producer Norma Johns.
IdeaWorks created a totally integrated campaign across all customer touch points, including a new visual identity, including a 3D blue W, which will be used on all communication elements including catalogues, press, TV, web, and in-store.
“Big W is already the best performing discount department store business in Australia, so this re-launch is designed to build the business from a position of strength,” said IdeaWorks managing director Alan Treadgold.
Filming was shot by Mark Bennett and produced at Plush Films.