This is not going to look pretty, especially given the more than 300 columns and unavailability of `LAG`, nor is it likely to perform exceedingly well, but just as something to start with, I would try the following approach:

* `UNION` the two tables.
* For each PK in the combined set, get its previous "incarnation" from the archive table (the implementation below uses `OUTER APPLY` + `TOP (1)` as a poor man's `LAG`).
* Cast each data column to `varchar(max)` and unpivot them in pairs (`CROSS APPLY (VALUES ...)` works well for this operation).
* Finally, filter the results based on whether the values in each pair differ from each other.

The Transact-SQL of the above as I see it:

    WITH
      Combined AS
      (
        SELECT * FROM dbo.bigtable
        UNION ALL
        SELECT * FROM dbo.bigtable_archive
      ) AS derived,
      OldAndNew AS
      (
        SELECT
          this.*,
          OldCol1 = last.Col1,
          OldCol2 = last.Col2,
          ...
        FROM
          Combined AS this
          OUTER APPLY
          (
            SELECT TOP (1)
              *
            FROM
              dbo.bigtable_archive
            WHERE
              PK = this.PK
              AND UpdateDate < this.UpdateDate
            ORDER BY
              UpdateDate DESC
          ) AS last
      )
    SELECT
      t.PK,
      t.UpdateDate,
      x.AttrName,
      x.OldValue,
      x.NewValue
    FROM
      OldAndNew AS t
      CROSS APPLY
      (
        VALUES
        ('Col1', CAST(t.OldCol1 AS varchar(max), CAST(t.Col1 AS varchar(max))),
        ('Col2', CAST(t.OldCol2 AS varchar(max), CAST(t.Col2 AS varchar(max))),
        ...
      ) AS x (AttrName, OldValue, NewValue)
    WHERE
      NOT EXISTS (SELECT x.OldValue INTERSECT x.NewValue)
    ORDER BY
      t.PK,
      t.UpdateDate,
      x.AttrName
    ;