TK Maxx and Wieden+Kennedy London, who are into their eighth year of creative partnership, have launched their latest collaboration, the “There’s no deal like a TK Maxx Deal” campaign.
The campaign will be rolled out across multiple markets, as the European retailer trades in over 630 stores and three e-commerce sites across the U.K., Ireland, Germany, Poland, the Netherlands, and Austria.
Directed by Jeff Low, this campaign hero film, “Everyone Knows,” showcases a diverse array of characters that know “there’s no deal like a TK deal.” Among them are four generations of shoppers, a chameleon, extra-terrestrial beings, and a guest appearance from social media star Tika the Iggy–all TK Maxx fans.
In order to showcase the inclusivity of this brand, beloved by all age groups and shopping profiles, TK Maxx also invited 50 real TK Maxx shoppers, store associates, and members of their loyalty program, Treasure, to star in the campaign. There will also be a special version of the spot to come that celebrates the longstanding partnership with Princes Trust, highlighting TK Maxx’s impactful partnership to provide workplace opportunities and help disadvantaged young people with education and training.
CreditsClient TK Maxx Agency Wieden+Kennedy London Freddy Taylor, Philippa Beaumont, creative directors; Florence Deary, Katy Edelstein, creatives; Ana and Hermeti Balarin, chief creative officers; Dan Hill, chief strategy officer; Sahar Bluck, TV producer; Alex Thursby-Pelham, design director. Production Company Biscuit Filmworks Jeff Low, director; Grant Freeman, 1st assistant director; Rupert Reynolds-Maclean, executive producer/managing director; Sam Somers, production manager; Rob Hardy, DP; Maruxa Alvar, production designer; Rachel Davis, wardrobe stylist; Lou Hinton, hair & makeup stylist. Casting Hanna Birkett Casting Daniel Linnik-Zhuravliov, casting coordinator. Editorial Shift Post Saam Hodivala, editor. Postproduction Time Based Arts Stephen Grasso, post producer; Margaux Baruch, producer. Audio 750mph Olivia Ray, sound producer.
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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