It comes very close to making a statement about the silliness of fashion, but Wieden+Kennedy London walks the tightrope of turning a cat that puts its head inside a shoe into a viral fashion trend, in a way that underlines TK Maxx’ position at the forefront of fashion (and value) instead. It also talks to the power of combining everyday insights, cultural knowledge and hyperbole.
The hero commercial, directed by Andreas Nilsson highlights TK Maxx’s ability to elevate everyday styling with big brands, great quality and new trends at incredible savings. It reinforces the retailer’s commitment to offering stylish, high-quality fashion and homeware at amazing value.
Freddy Taylor and Phillippa Beaumont, group creative directors, Wieden+Kennedy London, added, “TK Maxx has got bags of style, so we wanted to show that off in true TK Maxx fashion. Enter, stage right, a cat with main character energy and a red shoe on its head. Only at TK Maxx could you walk in for a great outfit and come out as a style icon.”
Catrina Funk, group marketing director at TK Maxx, commented, “We believe everyone deserves to feel iconic, and not just on special occasions, but every single day. And that starts with stylish items and fashionable pieces from brands you know, those new to you, and beautiful quality, all at wow prices. Our new campaign celebrates that magic moment when you discover something extraordinary, something just ‘you’, something that makes you feel fabulous, and of course, for less than you imagined.”
The full campaign covers OOH and high impact media placements across the UK, Ireland, Germany, Austria, the Netherlands, and Poland, plus cinema, TV, VOD, OLV and social, influencers, podcast content and partnerships.
Credits:
Client: TK Maxx
Marketing Directors: Catrina Funk & Richard David
Heads of Brand: Naomi Sudworth & Kate Bolton
Marketing Manager: Bethan Roderick
Creative Agency: Wieden+Kennedy London
Creative Directors: Freddy Taylor & Philippa Beaumont
Art Director: Joaquin Aubele
Copywriter: John Speer
Chief Creative Officers: Ana Balarin & Hermeti Alarin
Executive Producer: James Laughton
Motion Designer: Marc Lawrence
Motion Producer: David Brodie
Strategy Director: Huw Devine
Strategist: Zoë Kessler
Planning Director: Cristelle Fornesi
Chief Strategy Officer: Dan Hill
Group Account Director: Ollie Pym
Account Director: Rachel Campbell
Account Manager: Libby Matthews
President: Ryan Fisher
Business Affairs Director: Helena Tomas
Business Affairs Manager: Jo Woodford
Production Company: Biscuit Filmworks UK
Director: Andreas Nilsson
Executive Producer: Rupert Reynolds-Maclean
Producer: Lucy Gossage
Production Manager: Meghan Young
Director of Photography; Lasse Frank
Production Designer: Jon Henson
Stylist: Rachel Davis
1st AD: Joe Carter
Production Service: 24x7radioaktivefilm
Executive Producer: Kate Galytstka
Producer: Kasia Targonska
Production Manager: Justyna Trzeciak
Post Production & VFX: Selected Works
Colour: Bacon X
Editing: The Quarry
Editor: Ben Campbell
Edit Assistant: Lawrence Lakshmanan
Producer: Tor Adams
Music & Sound: Wieden+Kennedy Music
