M&C Saatchi Brings Well-Loved Toys to Life in a Band of Misfits Tale for BIG W

BIG W has brought a band of broken, well-loved toys to life to launch Toys for Joy’ a nationwide in-store recycling program to prevent battered toys from ending up in landfill. 

M&C Saatchi created a feel-good, stop-motion music video featuring a band of misfit toys called Biggie Dubs to launch the initiative, starring: lead singer Lionel, a green monster with a doll’s head;, Lex, a robot pianist held together with masking tape; Poke, a rabbit drummer with band aids; and Jenny, a baby doll guitarist with texta tattoos, hair missing, and badly-applied nail polish. 

Vanessa Rowed, marketing director at BIG W, said, “We know how hard it can be for children to part with those well-loved but broken toys. With Toys for Joy, we’re giving everyone a reason to smile - it’s a simple solution that feels good for everyone involved.”

M&C Saatchi’s ECD, Scott Dettrick, found the creation process joyful. “It was one of those briefs that come in and you run your hands together like, let’s do this,” he told LBB. 

“Vanessa, the CMO, charged us with the task of telling the story of Toys for Joy. The initial brief was how do we move and educate people on the program. Vanessa’s words made me laugh, ‘make me cry or make me smile.” 

Through the program, toys are recycled through BIG W’s charity partners, ensuring sustainability while sparking joy for both parents and children.

“It seemed like a no-brainer to get a band of broken toys together to tell the story. We really leaned into all of those great insights into what children do with toys,” Scott added. 

“There are a lot of little easter eggs in the film. Everyone goes ‘oh I used to have a toy with hair missing or a broken arm.

“We wanted to make sure it was interesting and fresh and brought the brand forward. The opportunity to give the band the name of ‘Biggie Dubs’ was a nice touch for the brand.” 

Massive Music composed the music, before handing the song over to Resolution Design’s director Peter Nizic and creative director Josh Logue. 

“They had to take into account all the movements the toys had to make, making sure it was synced to the music. It was quite an intricate process. A lot of time, blood, sweat and love has gone into it,” Scott said. 

The campaign addresses the emotional challenge of letting go of once-loved toys, showing kids that even the toys feel good about being recycled through BIG W.

"The Toys for Joy recycling program is all about a positive future. I’m quietly hoping it also helps us clear out a few toys from my house." 

From Boxing Day, the campaign will be brought to Aussie families through cinema, TV, YouTube, BVOD, social media, and BIG W’s own channels.