TK Maxx is encouraging people to experiment with style, try new things on and celebrate their own sense of style with its new spring/summer 2014 campaign created by The Brooklyn Brothers.
The ‘Me. By Me’ campaign comprises of a collection of films, a digital hub and a social strategy produced with the help of TK Maxx shoppers across Europe.
The central idea of the campaign is that people are at their most attractive when they are being their true self, in order to honour this message the retailer found real people with no modelling experience through casting sessions at TK Maxx stores in Germany, Poland, Ireland and the UK.
Each step of the cast members’ experience was then captured on film, from the initial casting right through to their participation in a film shoot in Cape Town creating real footage, with no scripts or storyboards and free reign on wardrobe and styling as TK Maxx simply acted as fashion (and fun) facilitators.
“As a retailer, we do not prescribe or dictate a style to our shoppers. This campaign captures this ability for our customers to be unique and express themselves. This platform is a bold direction for us, taking an inside out approach that passes the baton to real shoppers. We are all really excited about this new campaign,” explained Deborah Dolce, SVP, group brand and marketing director at parent company TJX Europe.
George Bryant, founding partner at The Brooklyn Brothers, added: “It was key for us to be culturally relevant in our audience’s mind and not simply be just another fashion brand. We wanted an idea to inspire and add meaning to TK Maxx, to liberate shoppers to express themselves, truly.”
The main launch film will act as a springboard for a wider digital campaign aimed at inviting fans to become part of the project by ending with the strapline: ‘1000s of designers and brands. 1000s of unique looks for less. 1000s of ways to be more me. What’s your #MEBYME?’
Design based collaborative AB/CD/CD were chosen to direct the launch film due to their previous work with Uffie, Lily Allen, Louis Vuitton, Opening Ceremony and Axe. Mindshare Worldwide is also working in close collaboration with the brand on the project as is social and PR agency Fleishman Hillard. The campaign will run on TV in the UK, Republic of Ireland, Germany and Poland, with digital, UGC, outdoor, print, social, PR, radio and retail executions across all territories.