TK Maxx explodes customer price expectations via Howatson+Company
TK Maxx has launched a new brand campaign from Howatson + Company, visualising the joy of big brands for small prices.
The campaign is the second iteration of the Abso-TK-lutely platform, launched in the retailer’s Christmas campaign, created following the August appointment of Howatson + Company.
Shopper ‘Confetti Katie’ fronts the spot, examining brand items, and exploding into confetti when she reads the price.
The OOH element of the campaign delivers a new visual identity for the brand, which will be applied across all consumer touchpoints.
Tony Dunseath, VP marketing, said: “Turning the price ticket and discovering TK Maxx value is a unique shopping experience. The feeling of discovering that piece of everyday magic comes to life in these spots, and the new visual Identity.”
Jeremy Hogg and Richard Shaw, executive creative directors at Howatson+Company added: “After launching the new brand platform with Uncle Simon at Christmas, it’s great to see the personality of the brand come to life across every format. We’re excited by what’s next. Plus, it was pretty fun to make a human explode in confetti.”
The campaign rolls out across TV, cinema, radio, OOH and social.
Credits
Client: TK Maxx
Agency: Howatson+Company
Founder/CEO: Chris Howatson
MD: Renee Hyde
Chief Creative Officer: Levi Slavin
Executive Creative Directors: Jeremy Hogg and Richard Shaw
Creatives: Katy Hulton and Elly Pipicello
Design Director: Ellena Mills
Chief Strategy Officer: Dom Hickey
Senior Business Director: Katy Ward
Head of Production: Holly Alexander
Senior Integrated Producer: Josh Mullens
Integrated Producer: Caitlin Perz
Production Company (Film): Sweetshop
Director: Damien Shatford
Producer: Belinda Dean
Managing Director/Executive Producer: Edward Pontifex
Executive Producer: Greg Fyson
Director of Photography: Aaron McLisky
Production Designer: Sherree Philips
Post Production: Heckler
VFX Supervisor: Jamie Watson
Editor: Jack Hutchings
Colourist: Billy Wychgel
Sound & Music House: Rumble Studios
Executive Producer: Michael Gie
Composer: Adam Moses
Sound Designer: Tone Aston
Casting Director: Peta Einberg Casting
Production Company (Photography): The Kitchen
Photographer: Juli Balla
Producer: Manuela Leigh
Stylist: Aileen Maar
Hair & Make Up Artist: Desiree Wise
Models:
Danz Rooney @ Priscillas
Seb Heske @ Kult
Heather Inwood @ Silverfox
Aimee Jin @ Bettina Management
Media agency: Havas Media Australia
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