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Martin Homent
Martin Homent / Creative Director
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TK Maxx

TK Maxx Tweet Choir

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Problem—

At Christmas, TK Maxx invested in a TV ad that focused on the feeling you get in the moment of giving the perfect gift. The challenge was to extend this thought with an idea that connected with people in a more socially engaging way.

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Strategy—

Christmas is a busy and often stressful time, particularly when buying presents. So we used social data to measure the feeling of the nation and provided an experience that surprises people to help those who weren't quite in the Christmas spirit yet.

 
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Idea—

The TK Maxx Tweet Choir

We brought that Christmas feeling to the UK streets with the TK Maxx Tweet Choir. Arriving in their custom made Christmas vehicle complete with giant wrapped present and their very own snow—you could tweet your request so they sang your Christmas favourite directly to you. Making it a personal Christmas moment for you to capture and share with friends.

 
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