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BIG W Clothing

Agency

M&C Saatchi

Team Members

Laura Murphy, Abby Clark, Georgie Waters

Date

2024

BIG W had just done an overhaul of their entire range because poor fits were driving customers away. So we were faced with the challenge of how to reappraise their clothing range, and above all let them know, if it's from BIG W - it fits.

Together with Abby Clark and Georgie Waters, we developed a campaign that considered the genuine outfit painpoints for women and highlighted them to position BIG W as their ally to a good fit.

With the special builds we initially sold in off the table we collaborated with media from the very beginning to secure diverse placement that we then ideated on to create ill-fitting illusions

Dressing Room Dilemmas

We developed informative content that explored genuine fit issues faced by real women, and used the new BIG W basics range to transform their style

Dressing Room Dilemmas

With the ambition to authentically relate to genuine fit painpoints we shot the infamous gaping jeans waistline

With inclusivity in mind, we also wanted to make sure we focused on too big fit issues as much as too small

Owned Assets

Every single digital asset was crafted bespoke to its placement, and for emails we turned our poor fits into reveals of the new range

Mamamia Site Takeover

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