BIG W has unveiled its latest Christmas campaign, focusing on the often-overlooked efforts of mums during the festive season. Created by the agency 72andSunny, the campaign aims to highlight the significant role mothers play in making Christmas a memorable occasion.

The campaign features real-life vox-pops from mums in Australian shopping centres, sharing insights into their extensive Christmas to-do lists. These lists include tasks such as cooking, cleaning, decorating, buying and wrapping presents, managing secret Santas, and organising Elf on the Shelf activities.

Debbie Lender, Head of Trade at BIG W, stated, “Christmas doesn’t just happen – it’s mums who take on the burden of the festive to-do list more often than not. To celebrate and champion the real heroes of Christmas we put real mums at the heart of our campaign and gave them a platform to celebrate the moments that matter.”

The campaign seeks to capture the chaos of Christmas mornings, while also promoting BIG W’s extended store hours for last-minute shopping needs. It will be broadcast across multiple platforms, including TV, BVOD/SVOD, YouTube, social media, and out-of-home (OOH) advertising.

Wesley Hawes, Chief Creative Officer at 72andSunny Sydney, commented on the campaign’s unique approach: “The 2025 BIG W Christmas campaign is a world away from the magical, blockbuster campaigns about to flood your TV screens and LinkedIn feeds. It’s heart-warming and poignant in so much as we’re focusing on the real people who make Christmas so magical. It’s a real and raw approach that is more truthful than tinsel.”

The campaign is set to launch on 4 November 2025. Creative credits for the campaign include Ryan Gracie, Chief Customer & Revenue Officer, Debbie Leader, Head of Trade, Doug Sexton, Senior Marketing Manager, and Caitlyn Nusdorfer, Marketing Manager from BIG W.

The production team comprises Director Lachlan Rotherham, Executive Producer Nat Taylor, and Producer Beth Malcher from Poppet, with post-production and sound handled by 3P Studios.