BrandBIG W
Product / ServiceBIG W
CategoryA01. UI
Idea Creation M&C SAATCHI Sydney, AUSTRALIA
Media Placement WOOLIES X Sydney, AUSTRALIA
Production ZEBRAR Sydney, AUSTRALIA
Additional Company FACEBOOK Sydney, AUSTRALIA


Name Company Position
Cam Blackley M&C Saatchi Chief Creative Officer
Avish Gordhan M&C Saatchi Executive Creative Director
Mandie van der Merwe M&C Saatchi Executive Creative Director
Brendan Donnelly M&C Saatchi Creative Director
Rubini Gun M&C Saatchi Copywriter
Sam Rowlands M&C Saatchi Art Director
William Gembitsky M&C Saatchi Motion Designer
James Jamias M&C Saatchi Design Director
Gemma Heyes M&C Saatchi Executive Integrated Producer
Fleur Farrington M&C Saatchi Studio Manager
Ben Greenslade M&C Saatchi Group Head
Ingrid Williams M&C Saatchi Account Executive
Vanessa Millemaggi M&C Saatchi Integrated Project Director
Amy Grant M&C Saatchi Strategist
Emma Parsons M&C Saatchi Head of Content
Stef Digianvincenzo Facebook Creative Strategist
Jay Morgan Facebook Creative Strategist
Claire West BIG W Head of Marketing – Brand and Strategy
Sabrina Douglas BIG W Senior Marketing Manager – Customer & Planning
Victoria Shipp BIG W Marketing Manager – Local Area Marketing
Michelle Bartolo BIG W Senior Marketing Manager – PR & Influencers
Alice Harrison BIG W Senior Marketing Manager – Social and Digital Performance Media

Describe the creative idea

Rather than blame technology, we embraced it. We created Craft Camera Action - a digital tool that turns a kid's real-life craft into the heroes of their own movie. It all began with our animated story, ‘The Big-Headed Bilby’. The difference was that our animation didn’t include any of the main characters. Families had to create the heroes with odds and ends lying around the house. Then, using integrated AI, the creations were instantly rigged and rendered into the film by simply taking a photo in Messenger. The film was then delivered back to the family via the platform - complete with credits for each film and the ability to share the cinematic debuts on social channels. Besides turning Messenger into a film editing tool, the interactive platform provided craft inspiration, tools and quizzes to help families make their own characters.

Describe the execution

Our campaign launched in late June 2021, timed to coincide with the start of the school holidays. The activity had extra meaning and utility for families at this time though, as much of the country was experiencing COVID lockdown. Building up to the launch we built out our timeline with all our partners and stakeholders to allow us time to craft our story and animation and to be able to utilise all of those assets throughout the bespoke Facebook and Instagram advertising assets we used to drive awareness and clicks to messenger. We also allocated a solid three week testing period to iron out bugs and optimise the user journey. Working directly with Facebook from the inception of the idea and with a best-in-class digital production partner in Zebrar, developed we were able to ensure the campaign could live entirely within the Facebook and Messenger ecosystem as one seamless user experience from the first advertising touchpoint served to the customer through to the viewing of their unique, personalised mini-movie within the Messenger platform. Every design element of our campaign was created to embody the hand crafted nature of the concept. Our mini-movie centred around three iconic Australian landscapes - the outback, the bush and the ocean. Within these environments we developed our animated characters, which met and interacted with the crafted characters from our users. We pulled those environments into our Facebook and Instagram ads to bring the world we’d created to life and generate advertising that was truly unique and stand-out in the cluttered world of people’s Facebook feeds. We also developed and shot our own example Craft characters who showed up in our ads and as inspiration for our users. Every element was crafted by our team - right down to writing our supers in Play-Doh!


Supporting Webpage