Why would anyone shop at TK Maxx? For those yet to be initiated, this is one of life’s big questions, and now the labels-for-less retailer has decided it’s time to answer it once and for all, with a talking horse, amongst other things.
TK Maxx’s new brand campaign, from Wieden+Kennedy London, unashamedly acknowledges its unique characteristics in order to highlight its unique strengths. The campaign conveys why the lack of frivolous in-store perks like complimentary lattes, atmospheric lighting and fancy wrapping paper are just “the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”.
Production is handled by Bold, VFX by MPC, Sound by 750mph and music by Wake The Town. The film is directed by Adam & Dave.
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