Adland gets very excited about the UK’s Christmas campaigns so the question, “What will Wieden + Kennedy do for its TK Maxx Christmas ad,” has been buzzing. After all, its Ridiculous Possibilities ad campaigns have turned the brand around rather resoundingly.
Would it be epic? Would it fantasmagorical? Would it be crazy?
Well it’s crazy. But it’s also Wieden + Kennedy-typical atypical.
It’s the gift of snow.
The labels-for-less retailer is offering the biggest gift at the smallest possible price. The biggest gift being an actual white Christmas. The smallest possible price being free.
People lucky enough to find one of the 65cm high snow globes hidden in stores across Europe (UK, Ireland, Germany and Poland) will get real snow delivered to their home. TK Maxx and Wieden+Kennedy London are working with snow experts from film industry specialists, Snow Business, to bring real White Christmas-es to people’s homes (or other locations of their choice).
Hollie Walker, creative director at Wieden+Kennedy London, explained, “At Christmas, TK Maxx is all about big gifts at small prices. We thought what better way to illustrate that than to stock the biggest gift at the smallest price, an actual white Christmas for absolutely nothing. Which means this year we get to make something beyond the festive telly ad, we get to bring real life snow, to people’s front doors with a team of snow experts. Oh and if it does snow, we’ve got a little something up our sleeves too.”
The campaign launched with a film shot in TK Maxx’s trademark hyperreal style by director, Ian Pons Jewell and running in 60 and 30 second versions, which shows what happened when a grandpa gives his granddaughter the White Christmas snow globe. There’s a TK Maxx helicopter, a TK Maxx snow truck and snow bazookas involved.
A second spot will air on December 13, documenting one of the real White Christmas experiences.
The campaign is being supported by print, digital, social, mobile and PR. Mindshare managed the media, Ogilvy PR the PR and social, Energy the experiential, and TK Maxx’s in-house creative team the in-store creative.
Deborah Dolce, group brand and marketing director at TK Maxx, commented, “Our aim was to do something much more exciting than just the traditional Christmas TV ad. We wanted to create a real and magical experience for our shoppers which is great fun and one in which everyone has a chance to participate. A snowy version of a golden ticket! We know that lots of people dream of a White Christmas and it’s a special and very fun way to bring friends and family together. Obviously we are celebrating our big gifts at small prices on a ridiculous scale with this once-in-a lifetime gift.”
Creative Agency: Wieden + Kennedy London
Executive Creative Directors: Tony Davidson & Iain Tait
Creative Director: Hollie Walker
Concept & copywriters: Freddy Taylor, Andrew Bevan & Philippa Beaumont
Producer: James Laughton
Production Assistant: Jasper Ford
Interactive Producer: Sam Sammons
Interactive Producer: Sam Sammons
Head of Technology: Michael Naman
Head of Planning: Paul Colman
Planner: Alex Allcott
Group Account Director: Matt Owen
Account Director: Ollie Pym
Account Manager: Preety Mudhar
Tech Director: Jens Meijer
Developer: Simon Cam
Production Company: Friend London
Director: Ian Pons Jewell
Producer: Richard Fenton
Executive Producer: Luke Jacobs
Dop: Mauro Chiarello
Production Manager: Erinn Fitzgerald
Editing: James Rosen @ Final Cut London
Post Production: Time Based Arts
VFX Supervisor: Stephen Grasso & Adam Patterson,
Sound Design: Sam Ashwell @ 750 Mph
Music Supervision: Tristan Wilson
Music Agency: W Songs