Quick answer: BIG W’s new campaign with 72andSunny celebrates Aussie mums by showing the chaos, humour, and small wins of everyday family life.
Frequently Asked Questions
It’s a new brand platform with 72andSunny that celebrates Aussie mums and the authentic chaos of family life.
Because it embraces honesty and humour instead of polished perfection, making mums feel truly seen and supported.
The campaign runs nationally across OOH and DOOH, bringing relatable family moments to billboards and public spaces.
To spark recognition and connection, showing parents their everyday reality is understood and celebrated by BIG W.
That leaning into authenticity and small wins builds stronger connections with audiences across outdoor and digital channels.
Bottom line: BIG W embraces authenticity with its new campaign, moving away from polished ads to show the real chaos and victories of family life. Rolled out across TV, social, OOH and DOOH, the campaign connects with parents through empathy, humour and relatable storytelling.
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Written by: Zanni GA — BM Outdoor · Reviewed by: Ed Saenz, CEO — BM Outdoor
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