Big W has launched its new brand platform, How Good’s That, with creative agency 72andSunny.
Ryan Gracie, Big W’s recently appointed Chief Customer and Revenue Officer, took to LinkedIn to share news of the launch and called the catchphrase a “great Aussie response to so many of life’s little wins” and said it was “the feeling we want every Australian to feel when they experience Big W.”
“Life’s not always as glossy as we’ve made it look in the past, it’s time we embraced the reality and the chaos of life as a parent.
“So, the team went out into the wild and hunted down real Mum’s to get truly authentic (and hilarious) reactions to life’s chaotic moments, with Big W providing the ‘How Good’s That’ moment, making life just that little bit better.
“This is real life, it’s relatable, it’s raw, and it’s absolutely brilliant work from an incredible team.”
In his post Gracie thanked Big W’s former marketing director Vanessa Rowed and Big W’s Head of Marketing – Brand and Customer Experience Sabrina Douglas, who he called “a true force of nature who had the vision and passion to translate the insights into an entire ‘wingmum’ worthy campaign.”
He also acknowledged the work of Big W Senior Marketing Manager Tamsin Lysons and the team on the “game-changing platform”.
Gracie said: “This is what happens when a great idea meets talent and hard work.”
Gracie also celebrated the efforts of creative agency 72andSunny, and said: “You’re always incredible to work with and you’ve made more magic here.”
Wez Hawes, 72andSunny Chief Creative Officer, said: “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.
“By stripping back the marketing and advertising layers, we’ve created something by mums, with mums and for mums.”