Witness the Power of Christmas as M&C Saatchi Introduces the Amazing 'Santa Hands'

BIG W has today announced the launch of its new Christmas campaign – Make a Little Magic – which sees a young boy, known affectionately as “Santa Hands” magically turn everyday objects Christmassy, capturing the transformative power of the festive season.  

The 60 second film produced by M&C Saatchi, follows the story of a young boy named Noel with an unexpected talent, the ability to make Christmas all year round. Like all good characters, his town has given him a nickname; Santa Hands – the carrier of the Christmas spirit. 

Noel dons knitted Christmas gloves that he wears day in day out – a strange sight for the Australian climate. The story is cinematic, heart-warming, and unmistakably Australian, with gentle touches of magic and moments of relatable humour. 

BIG W is also bringing the Make a Little Magic campaign to life by transforming Australia’s most iconic BIG Things – the Big Golden Guitar and the Big Pineapple – into incredible festive spectacles herald the beginning of the festive season from now until the 6th November.  

Courtesy of Santa Hands, in Tamworth, the home of BIG W’s first official store, the Big Golden Guitar has been electrified with a show stopping light projection and plays Christmas carols to the delight of passers-by. In Queensland, the world-famous Big Pineapple in Woombye has also been reimagined as a giant Christmas tree with tinsel, baubles, colourful lights, and big blue star sitting on top for the final festive flourish.

Brendan Donnelly, creative director - M&C Saatchi says: “If a jolly big man in a red suit can squeeze down a chimney and reindeer fly, why can’t an Aussie kid bring Christmas magic to life through their hands? Santa hands is a fun story that demonstrates that we can all have the ability to create a little magic come Christmas.”

Claire West, head of marketing - brand & strategy at BIG W says: “After a tough couple of years, we’re dialling up the magic of the festive season in a fun and very Australian way. Noel is the playful embodiment of BIG W, the retailer which helps Christmas lovers around the country bring a little magic into their celebrations. We have everything you need from bon bons to big brand gifts, fam jams to festive tableware, and all at an exceptional value from just $1.”

BIG W’s Make a Little Magic Christmas campaign will also see 30 and 15 second film executions, complimented by OOH, Radio, Digital, Social, SEM, PR and Influencer activity.