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TK Maxx celebrates the every day iconic
The playful fashion campaign starring a cat shows the value and style on offer at TK Maxx.
Georgie Moreton
Deputy Editor, BITE CreativebriefTK Maxx
A cat goes from rummaging through its owner’s shopping bags to ruling the global catwalk in TK Maxx’s latest brand campaign. Directed by Andreas Nilsson via Biscuit Filmworks UK, created by Joaquin Aubele and John Speer, and developed by Wieden & Kennedy London.
- Agency:
- Wieden+Kennedy London, London
Sector
Retail
Bite Insight
TK Maxx brings to life the value and style on offer in its stores in a new brand campaign starring an unlikely feline turned fashion icon.
The campaign from Weiden and Kennedy London shows that everyday styling can be iconic when you embrace the fun of fashion. It is designed to show that style and value can go hand in hand.
A 40-second film directed by award-winning filmmaker Andreas Nilsson, follows the journey of a cat whose accidental fashion moment turns into a trend across the fashion world.
The spot opens with the cat rummaging through a TK Maxx bag before emerging with a red loafer perched on its head like a hat. Her owner takes a picture of her stylish creation and the spot follows the fashion moment go viral: ‘Cat’s got style’.
The red shoe hat trend makes waves across the world, getting a nod of approval at a fashion house board meeting and being donned by models on a runway. The cat and its fashion moment is spreading across the globe until the spot quickly switches back to reality to the owner and cat on the sofa. She removes the hat from the cat's head with the parting line: ‘Give me that, you little bargain hunter’.
The fun, upbeat spot is designed to capture the imagination of audiences and inspire their own TK Maxx fashion moments.
“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,” says Cat Funk, Group Marketing Director at TK Maxx.
The spot celebrates TK Maxx’s ability to elevate the everyday and brings to life the joy in finding good value fashion that works for you.
The brand building campaign runs across out of home across the UK, Ireland, Germany, Austria, the Netherlands, and Poland, immersive AV across Cinema, TV, VOD and OLV and across social with content, influencers, podcast content and partnerships.
In a celebration of the weird and the wonderful, TK Maxx champions both value and style, underlining what makes the retailer loved by its customers.
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