Create TK Maxx’s 2021 Christmas campaign.

After Christmas was different for so many in 2020, this year’s celebrations take on new significance. With the theme of taking ‘Christmas To The Maxx’, our festive campaign captures the spirit of making this Christmas feel extra special. The idea at the heart of the work is that a truly thoughtful gift can unleash real joy for the recipient, their family and friends. 

We worked with director Raine Allen-Miller on ‘Christmas To The Maxx’, which tells the story of an unexpected hero, an awkward teenage boy called Laurie getting ready to perform at a Christmas comeback concert in his local town hall.

The campaign marks many firsts for Europe’s leading off-price apparel and homeware retailer, as Poland, Austria, Germany and the Netherlands, as well as the UK and Ireland, will be broadcasting the TV advert for the first time. It is TK Maxx’s biggest Christmas campaign to date. 

The TV spot will be supported with print, digital, social and PR, and a pan-European partnership with TikTok, where users are invited to participate in the #TKMaxxTalentShow. This hashtag challenge will see participants showcase their talents against a specially created branded effect backdrop.

Check back at a later date for results.