AnalogFolk Sydney’s new ‘Unbelievable Value’ campaign for T.K.Maxx

Global independent creative agency AnalogFolk has launched its campaign for international off-price retailer T.K.Maxx having been awarded the project last year.

The campaign, titled ‘Unbelievable Value’, was created specifically for the Australian market and kicks off with four TVCs, YouTube and digital advertising.

TJX Australia VP marketing Tony Dunseath said: “Love the work. It is hard working retail creative but not at the expense of entertainment. At its heart it brings to life the feeling our customers have of discovering ‘Big Brands at Small Prices’.

“It’s not every day you get to bring a bounding balloon dog or a telekinetic baby to life, but T.K.Maxx are known for making the seemingly impossible possible – offering ‘Big Brands at Small Prices’. We’re proud to have partnered with T.K.Maxx to create an idea that captures a truth – their customer’s pride in sharing the unbelievable value they find with others – in a quirky and memorable way,” said AnalogFolk executive creative director Richard Morgan.

TVC director Kate Halpin from production company Sweetshop said: “They had me at sassy llama. Then they threw a telekinetic toddler, levitating bubble lady, and a sprightly balloon dog into the mix… What’s not to love!? It was silly amounts of fun collaborating with AnalogFolk and the team at Blockhead to create four distinct spots, which all have a little dose of magic incorporated into an otherwise familiar world.”

T.K.Maxx stores in Australia are operated by TJX Australia, part of The TJX Companies Inc. the world’s leading off-price retailer of home and apparel fashions.

View the 15-second TVCs here:

Baby –

Dog –

Bubble –

Llama –


Client: TJX Australia

VP Marketing: Tony Dunseath

Marketing Manager: Manisha Ediriwira

Marketing Specialist: Dulce Mapa

Creative Agency: AnalogFolk Sydney

ECD: Richard Morgan

ACD: Naomi Martin

Copywriter: Naomi Martin / Mike Burdick

Designer: Robbie Carter

Account Manager: Rosie Dingle

Head of Client Services: Jonny Sycamore

Agency Producer: Matt Barber

Strategy Partner: Ben Hourahine

Managing Director: Matt Robinson

Production company: Sweetshop

Director: Kate Halpin

Managing Director: Edward Pontifex

Executive Producer: Greg Fyson

Producer: Poppy Jones

Production Manager: Danni Janus

Production Coordinator: Rebecca Girard

Production Designer / Stylist: Jo Ayling

DOP: Kieran Fowler

Casting: Fountainhead Casting

Offline: Arc Edit

Senior Producer: Freya Maddock

Production Coordinator: Raphaëlle Saïd

Editor: James Ashbolt

VFX & Online: Blockhead VFX

Senior Post Producer: Briohny Aldersea & Rachael Trillo

VFX Supervisor : Steve Anderson, Julian Ford

Colorist: Matt Fezz

Sound Design & Sting: Sonar

Media: Havas Media


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