M&C Saatchi has launched a new creative campaign for Big W in partnership with Mamamia as the retailer challenges the standard of fit for clothing.
Big W has overhauled its basics clothing range following an 18-month journey of extensive customer, industry and quality research.
The revamp developed by the creative agency features visuals that contrast poorly fitting clothes with BIG W’s basics well-fitting options on billboards across the country with a tongue-in-cheek slogan: “BIG W basics actually fit, unlike…”.
These billboards, along with BIG W’s first-ever content creator partnership with TikTok, embrace a humorous take on the challenge of things not fitting quite right, encouraging Aussies to head in store and try out one of BIG W’s new and improved basics.
“As one of Australia’s most trusted brands we are continuously listening to Aussie families ensuring we are doing all we can as a retailer to meet their needs,” said Vanessa Rowed, BIG W’s director of marketing.
“Rather than shying away from the pain points our customers are experiencing when it comes to clothes we have chosen to face them head on.”
“To celebrate that commitment we wanted to showcase that finding your fit or style doesn’t have to be difficult. Extending on the creative narrative we are also excited to have partnered with like minded media group Mamamia, with the aim to provide honest, relatable and helpful content for Australian women in particular,” Rowed added.
Scott Dettrick, M&C Saatchi executive creative director, said: “BIG W has gone back to the drawing board with its new range of basics clothing, with a focus on fit, and this campaign underscores that commitment.
“From the provocative outdoor, to the candid content partnership with Mamamia, this is not just about fashion – it’s about the real struggle of finding clothes that fit and how empowering clothes that fit well can be.”
The strategic collaboration between BIG W and Mamamia sees the brand integrated into the popular podcast network and the creation of a captivating social video series, ‘Dressing Room Dilemmas’.
Both are set to explore the challenges many women face when shopping for clothes and how BIG W’s new range of basics addresses these common concerns, empowering women to feel confident in their choices.
The four episode podcast, ‘Nothing to Wear’ with Leigh Campbell, will be available on all audio platforms from 4th September and the video series featured across BIG W and Mamamia platforms and social profiles from 2nd September.
The new direction represents a bold step forward for the brand by listening to feedback of its customers, embracing diverse body types and championing the importance of feeling good in your clothes.
