The launch
BIG W has released its 2026 Christmas campaign, created with 72andSunny and directed by Jesse Richards through Poppet. The work continues the retailer’s ‘How good’s Christmas?’ platform and began rolling out this week across linear TV, BVOD/SVOD, social media and out-of-home.
The campaign returns to a structure BIG W has used before: real-world mums speaking directly about the festive-season juggle. It also brings back a familiar character from last year’s Christmas work, described in the release as “Christmas mum”.
What the film says and how
The film does not sell a fantasy Christmas. It leans on unscripted, documentary-style interviews with mums and follows the practical race to the finish line: the list of tasks, the wrapping, the preparation. The returning character is the emotional anchor. The audience sees more of Christmas through her eyes, including a quiet moment when she can finally sit down — before family life pulls her back.
That beat is not accidental. BIG W says the campaign is built on a research finding that 45% of young families see the real magic of Christmas as getting everything sorted without being overwhelmed. The creative is framed around the precise moment when the last present is wrapped, the chaos settles and mum takes the exhale.
What the brand and agency say about it
“No matter when families start their Christmas preparations, whether they’re early planners or racing through the final weeks, the lead up to the big day is a beautiful, chaotic juggle. This year our mission is to help families win Christmas, whether that’s through affordable decorations and gifting, ultra-fast and convenient shopping options or small touches of magic-making solutions in our stores that bring a little extra joy across the season.”
That is Ryan Gracie, Chief Customer and Revenue Officer at BIG W. The campaign’s agency team at 72andSunny includes Managing Director Sophie Sykes, Executive Strategy Director Alexandra Nel and Creative Director Eric Franken.
The category context
BIG W is pairing the emotional story with a hard value message. The retailer points out that more than three quarters of Christmas shoppers say competitive pricing and finding good deals are top priorities. Its response is specific:
- Christmas decorations start at 50c.
- 79% of BIG W’s decorator range is under $10.
- Value continues across gifting and entertaining ranges.
That positions the film as the warm front door for a much more practical retail promise: affordability and convenient shopping options.
What to watch next
The interesting test is whether “Christmas mum” becomes an annual property rather than a one-off callback. BIG W is clearly treating her as an audience favourite worth reinvesting in. The next signal will be how the campaign’s value points travel across social, BVOD and out-of-home, and whether future festive work deepens the same character instead of resetting each year.
Watch the original: BIG W on YouTube
Source: Campaign Brief
