16 May 2025
The Idea
BIG W, a leading Australian retailer, sought to enhance its community engagement during the festive season by hosting a nationwide charity event—the BIG Wrapathon. The goal was to provide a unique, interactive experience for customers while raising funds for children's hospitals across the country. To amplify the event's reach and impact, BIG W aimed to collaborate with a well-known Australian personality who embodies community spirit and family values.
Solution
BIG W collaborated with W Sports & Media to partner with Lleyton Hewitt, a celebrated Australian tennis champion and father of three, to serve as the ambassador for the BIG Wrapathon.
Lleyton’s involvement added star power and authenticity to the event, aligning perfectly with BIG W's family-oriented brand image.
On December 7, 2024, Lleyton participated in the inaugural BIG Wrapathon, featuring celebrity and community volunteers wrapping gifts for customers in exchange for gold coin donations, with all proceeds supporting programs at children's hospitals. Lleyton also attempted to break the Guinness World Record for the fastest time to gift-wrap a box.
Outcome
The BIG Wrapathon successfully raised funds for children's hospitals and research partners nationwide, including the Sydney Children's Hospital Foundation and the Murdoch Research Institute. Lleyton’s participation attracted significant media attention, increasing event visibility and encouraging public involvement. The initiative not only provided financial support to healthcare institutions but also fostered community spirit during the holiday season.
W Sports & Media specialises in connecting brands with prominent athletes and media personalities to create impactful community initiatives. To explore collaboration opportunities with our talent, please contact us at admin@wsportsandmedia.com.au.