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By Gillian West, Social media manager

November 6, 2014 | 2 min read

TK Maxx has once again recruited real shoppers for its Christmas campaign ‘You. By Me.’ which highlights Christmas gifting as a celebration of people’s unique and special relationships.

Running in stores across Europe and on UK television, ‘You. By Me.’ follows on from the retailer’s ‘Me. By Me.’ summer and autumn campaigns and is based on the insight that the best gifts are the once that show a knowledge of the recipients foibles, passions and hobbies.

TK Maxx selected a group of 13 shoppers for their stories about the special people in their lives with all of the cast members sharing exceptional and heart-warming tales showing that they knew their loved ones better than anyone else.

Deborah Dolce, group brand and marketing director at TK Maxx, said the campaign is all about “celebrating the special relationships we have with our friends and family”.

She added: “It’s for these exceptional people in our lives that we often look high and low for the perfect gift. We all know that feeling of giving a present that is different and really special because you know the person so well. Because our stores are full of thousands of different gems, with constant new deliveries of different items, we think TK Maxx is the shop where you can find something really unique.

“Working with our actual shoppers is a real privilege and something very different for a brand to do. We love the authenticity and emotion that these couples share with us when they choose and give each other presents for Christmas.”

The Brooklyn Brothers, the agency behind the ‘Me. By Me.’ creatives, conceived the Christmas campaign with Mindshare leading media strategy. Fleishman Hillard is behind social with TK Maxx’s in-house creative agency masterminding the in-store campaign.

The TV commercial, in which shoppers chose and exchanged gifts for real, was produced by Rattling Stick and directed by Sara Dunlop. Campaign photography was taken by Eudes de Santana with Soothing Shade managing the shoot.

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