BIG W, in partnership with 72andSunny, launched a new brand platform that puts Aussie mums at the centre — celebrating the beautiful chaos of everyday family life and the small but meaningful wins the retailer helps create. From holiday boredom battles and WFH juggle struggles to carving out “me-time” and the infamous bedtime stand-offs, nothing is off the table. The brand line — “How good’s that” — becomes the answer to those little (and big) victories that make family life flow.

What’s the core idea behind the campaign?

Show real family life — the laughter, the meltdowns, the mess — and position BIG W as the go-to for practical solutions that make a difference. Whether it’s school supplies that survive the backpack, kitchen essentials that save dinner time, or LEGO that buys fifteen minutes of peace, the work celebrates the small wins mums orchestrate every day.

How is that idea brought to life?

With honest, relatable snapshots of Aussie households. The creative strips away gloss to capture the texture of real moments, then ties them back to simple, helpful products and services. The tone is warm, witty and grounded — a reflection of life as it’s lived, not staged.

Why does this resonate with Aussie mums?

Because it feels true. Parents don’t need perfection; they want to feel seen, supported and celebrated. By leaning into everyday chaos with empathy and humour, the platform turns recognition into brand affinity — showing that help can be affordable, accessible and timely.

What’s the brand perspective?

BIG W head of marketing, Sabrina Douglas, explains the shift: “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.”

What’s the creative stance from 72andSunny?

Wez Hawes, chief creative officer at 72andSunny, adds: “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.”

How does it scale across channels?

Rolling out nationally across TV, online video, social, OOH/DOOH, radio and in-store, the integrated plan ensures reach where families live, travel and shop. In billboard advertising, the “How good’s that” line converts everyday pain points into quick, memorable headlines; in digital, short video snapshots invite social sharing and conversation.