Exceptional value on big brands? Improbable? 303 MullenLowe has launched TK Maxx in Australia with the promise to make the improbable possible.
In the UK, TK Maxx has been handled by Wieden + Kennedy since November 2015, resulting in the wonderfully wacky style that is mirrored in the Australian ads.
Wieden + Kennedy dream up more ridiculous possibilities for TK Maxx
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“Our challenge was introducing TK Maxx to an Australian audience, while giving the European brand a quirky and uniquely Australian tone of voice, which led us to yes way – a platform that captures the positivity of the Australian spirit, where anything is possible, stated Richard Morgan, executive creative director at 303 MullenLowe.
303 MullenLowe has created the campaign in its entirety – from the media, digital, PR and social strategy to television, outdoor and radio executions. The launch of yes way kicked off with a media event at the Royal Botanic Gardens last week and will be supported with social content on Facebook, Snapchat and Instagram.
From Thursday April 20 until early May, TK Maxx will open 35 stores in NSW, Queensland, Victoria and Canberra. The stores are being converted from former Trade Secret locations. There are a few additional stores planned to open later in the year, including new locations at Top Ryde and Wollongong.
Tessa Buenen, associate vice president and head of marketing TK Maxx Australia, commented, “We’re incredibly excited to be bringing the TK Maxx brand to Australian shoppers. This campaign brings our proposition to life in a really fun, vibrant way that will inspire Australians to come and discover an ever-changing supply of big brand treasures at amazing prices.”
TK Maxx is owned by The TJX Companies, Inc, the leading off-price retailer of apparel and home fashions in the U.S. and worldwide.
Credits:
Agency: 303 MullenLowe
Executive creative director: Richard Morgan
Creative director: Adam Whitehead
Art director: Leila Cranswick
Copywriter: Simon Jackson
Managing partner, client services: Tony Dunseath
Head of strategy: Jon McKie
General manager media: Jackie Purcell
Managing partner, digital: Brad Morris
Director of PR: Melissa Grove
Business director: James Lammert
Senior business manager: Meredith Raskopf
Social strategist: Chelsie Paulson
Digital executive producer: Mark Davies
Photography: Nick Bowers
Designer: Davina Milne
Head of TV: Sean Ascroft
Production Company: Goodoil Films
Director: Stuart Bowen
Executive producer: Sam Long
VFX: Fin Design
Composer: Josh Abrahams
Sound: Sound Reservoir
Client: TK Maxx
AVP – Head of Marketing, TK Maxx Australia: Tessa Buenen
