The Toughest Critics
The Toughest Critics

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Keep It Bud Light

TK Maxx – The Neverending Stocking

The challenge

Create TK Maxx’s 2018 Christmas campaign.

What we did

We created a neverending stocking to give shoppers the chance to bag TK Maxx treasures every month for a year – for absolutely nothing.

The real-world activation was brought to life in an irreverent spot directed by Nick Ball at Blink Productions, voiced again by the inimitably droll Bill Nighy.

The ad was 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 neverending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves.

Excitement rises when the neverending stocking is taken home and begins sharing gifts with the whole family, and not only at Christmas, but throughout the following year.

The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential into a fully festive, integrated, through-the-line campaign.

The effects

Please check back at a later date for results.

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