Big W Craft Camera Action

TURNING KIDS INTO
MINI DIRECTORS

PROJECT: Craft Camera Action
CLIENT: BIG W
AGENCY: M&C Saatchi

ECD: Avish Gordhan & Mandie van der Merwe
CREATIVE DIRECTOR: Brendan Donnelly
ART DIRECTOR: Sam Rowlands
COPYWRITER: Rubini Gun
STOP MOTION / CLAYMATION: Sam Rowlands
MOTION: Etienne Ancelet

PRODUCTION: Zebra

ARTICLES:
CAMPAIGN BRIEF

The school holidays are hardly a holiday for parents. It’s stressful and quite a lot of effort to think of new activities to constantly entertain the kids.

And worst still is being hit with a last-minute lockdown and not having anywhere to go.

The Challenge

Family time is in a battle with screens, and it’s losing. Parents and kids often don't even interact with one another because they're each glued to their own phones. Big W wanted to find a way to turn this time together into quality time together.

Rather than blame phones for the lack of quality family time, we decided to embrace devices. So, we created Craft, Camera, Action - an interactive digital tool that turns a kid's real-life craft project into the hero of their very own movie.