72andSunny launch first work for Big W with unfiltered take on parenting

72andSunny Sydney has rolled out its first campaign for Big W since being appointed creative agency in April, unveiling a new brand platform that celebrates the chaos and small wins of parenting.

The campaign, anchored by the line “How good’s that,” positions Big W as the destination for affordable products and services that make everyday family life a little easier. From school supplies and kitchen essentials to LEGO toys that “buy 15 minutes of peace,” the work focuses on relatable moments that resonate with mums.

SEE MORE: Big W appoints 72andSunny as creative agency partner

Big W head of marketing Sabrina Douglas said the brand wanted to move away from polished portrayals of family life. “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,” she said.

72andSunny chief creative officer Wez Hawes said the aim was to reflect real parenting experiences. “Parents don’t need another glossy version of advertising perfection. They need to feel seen, supported and celebrated,” he said.

Rolling out across TV, online video, social, OOH, radio and in-store, the integrated campaign features curated snapshots of Australian households and will run nationally from September.