ABOUT

BACKGROUND:
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. Then there’s the cost of it all. And worst still is being hit with a last-minute lockdown and not having anywhere to go at all.


IDEA:
Craft, Camera, Action - turning little stay-at-home monsters into makers.

Craft, Camera, Action is a digital tool that turns your kid’s craft into a mini-movie.

Big W, Australia’s leading family retailer, partnered with immersive technologists and Facebook Messenger to create a world-first interactive arts, craft and movie experience, where kids and parents get to create bespoke characters to feature in our film - The Big-Headed Bilby.

We launched the tool as school holidays (and another lockdown) hit, enlisting an army of micro-influencer Mums to share it on their social channels. Inspirational tutorials guide kids (and parents) to craft their own Aussie animal characters with odds and ends lying around the house. Once created, it’s a quick photo and upload, before their creations are animated seamlessly into our heartwarming tale about diversity and acceptance.

RESULTS:
While the campaign is barely a week old, there have been over 300 movies produced.
That’s over 18,000 minutes of quality time with the kids while stuck at home during the holiday lockdown.