The Drum Awards Festival - Out of Home

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By Gillian West | Social media manager

September 3, 2014 | 2 min read

TK Maxx has unveiled the second in its ‘Me. By Me’ series this time focusing on Autumn fashion and once again encouraging people to experiment and find their own unique looks with TK Maxx.

Created by The Brooklyn Brothers, the campaign spans TV, PR and multi-media and again features seven real TK Maxx shoppers recruited from hundreds of applicants across Europe from the stores and via a bespoke Facebook app.

The creative encourages shoppers to develop their own style through one-off finds at TK Maxx stores and invites viewers to join in via a digital hub where they can share stories and watch films about exploring and experimenting with your own style.

TJX Europe, SVP, group brand and marketing director, Deborah Dolce, commented: “We’re excited to launch our second campaign using the Me. By Me. creative platform, with Autumn providing the perfect way for our shoppers to have fun dressing and layering up in their own way. We’re on a mission to help everyone find their own personal style and we can’t wait to kick off the campaign and get people involved.”

George Bryant, founder and global innovations partner at The Brooklyn Brothers, added: “The Me. By Me project is a people-powered campaign that is happily overturning the traditional world of glossy fashion brand advertising. TK Maxx is a brand built on the passions and individuality of its customers and we’re delighted to be reflecting that in its marketing.”

A 30 second TV creative will be supported by PR, OOH, social and digital activity run in close collaboration with the retailer’s media agency Mindshare Worldwide, PR agency Fleishman Hillard and in-house agency Charing Cross.

TK Maxx the Brooklyn Brothers Mindshare

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The Brooklyn Brothers

The Brooklyn Brothers - a global network designed for a modern world, with offices in New York, London, L.A., Shanghai and Sao Paulo.

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