Sydney, Australia – BIG W has unwrapped a refreshingly real take on Christmas this year, launching a campaign that ditches the tinsel and the big man in red to celebrate the true heroes of the season—mums.
Created by 72andSunny Sydney, the campaign shines a light on the emotional and often invisible labour that mothers shoulder to make Christmas sparkle, from managing endless lists to keeping the magic alive.
“Christmas doesn’t just happen—it’s mums who take on the burden of the festive to-do list more often than not,” said Debbie Lender, head of trade at BIG W.
Eschewing the usual festive fantasy, BIG W’s spot strings together vox pops from real mums across Australia—women who do it all, from wrapping presents to baking, cleaning, decorating, and pulling off every secret Santa in sight.
“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,” Lender added.
The brand’s creative partner, 72andSunny, keeps the tone honest yet heartwarming.
“The 2025 BIG W Christmas campaign is a world away from the magical, blockbuster campaigns about to flood your TV screens and LinkedIn feeds,” said Wesley Hawes, chief creative officer at 72andSunny Sydney.
“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,” Hawes emphasised.
Beyond TV and digital, the campaign also captures the chaos of Christmas mornings and the charm of late-night dashes for last-minute stocking fillers.
