Family time has been taken over by screen time. Parents and kids often don’t interact with one another because they’re each on their own devices. BIG W wanted a way to get parents and kids to spend quality time together.
Rather than blame mobile phones for the lack of quality family time, we decide to embrace them. We created Craft, Camera, Action – a digital tool that turns a kid’s real-life craft into the heroes of their own movie.
It started with our animated story, The Big-Headed Bilby. The only difference – the animation didn’t include any of the main characters. Families had to make the heroes of the movie with craft materials lying around the house.