Gifts are not just for Christmas but for a whole year–courtesy of a playful, seemingly never-ending stocking and the latest festive campaign by TK Maxx.
Launching in-store on Nov 7, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year–for absolutely nothing.
The real-world activation is brought to life in an irreverent spot directed by Nick Ball of Blink Productions, voiced again by the droll Bill Nighy.
The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a never-ending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves.
Excitement escalates when the never-ending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay.
The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands. The anthem spot was directed by Nick Ball of production house Blink for Wieden+Kennedy London, with VFX from the Electric Theatre Collective.
CreditsClient TK Maxx Agency Wieden+Kennedy London Hollie Walker, creative director; Chloe Cordon, Katy Edelsten, creatives; Tony Davidson, Iain Tait, executive creative directors; James Laughton, TV producer; Rose Fairley, creative producer; Jasper Ford, production assistant. Production Blink Nick Ball, director; Paul Weston, exec producer; Patrick Craig, producer; Sophie Peskin, production manager; Sebastian Blenkov, DP; Johnny Sabbagh, Will Harper, Alex Berchert, puppeteers. Editorial Stitch Leo King, editor. VFX Electric Theatre Collective Ryan Knowles, VFX supervisor/2D lead; Jon Berridge, VFX supervisor; Polly Durrance, producer; Christian Block, Mike Cosgrove, Ned Baker, Stirling Archibald, Tom Humphrey, Adam Woolrich, Alex Grey, Alex Prod’homme, Aitor Arroyo, 2D artists; Billy Stockwell, DMP; Luke Morrison, colorist. (Toolbox: Flame, Nuke) Sound 750mph Sam Ashwell, sound designer. Music Twenty Below Music Emily Pritchard, producer. Music Clearance, Mr Pape.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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