Confetti Katie can’t stop going off in TK Maxx in new brand campaign via Howatson+Company

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Following the launch of Abso-TK-lutely at Christmas, TK Maxx has followed up with a new brand campaign via Howatson+Company.

 

It celebrates the unique shopping experience of Australia’s only off-price retailer; getting your hands on big brands at small prices. For one shopper, it’s too exciting. Every time Confetti Katie sees the quality and the price, well, she goes off.

You’d think after one shopping experience she’d stop, but the value is so good she comes back with friends, for gifts, winter jackets and more, and never stops popping.



OOH continues the campaign with a bold new visual identity for the brand that will be applied across all consumer touchpoints.

The campaign will run across TV, cinema, radio, OOH and social.

Says Tony Dunseath, VP marketing, TK Maxx: “Turning the price ticket and discovering TK Maxx value is a unique shopping experience. The feeling of discovering that piece of everyday magic comes to life in these spots, and the new visual Identity.”

Says Jeremy Hogg and Richard Shaw, executive creative directors at Howatson+Company: “After launching the new brand platform with Uncle Simon at Christmas, it’s great to see the personality of the brand come to life across every format. We’re excited by what’s next. Plus, it was pretty fun to make a human explode in confetti.”

Confetti Katie can’t stop going off in TK Maxx in new brand campaign via Howatson+Company Confetti Katie can’t stop going off in TK Maxx in new brand campaign via Howatson+Company Confetti Katie can’t stop going off in TK Maxx in new brand campaign via Howatson+Company

Client: TK Maxx

Agency: Howatson+Company
Founder/CEO: Chris Howatson
MD: Renee Hyde
Chief Creative Officer: Levi Slavin
Executive Creative Directors: Jeremy Hogg and Richard Shaw
Creatives: Katy Hulton and Elly Pipicello
Design Director: Ellena Mills
Chief Strategy Officer: Dom Hickey
Senior Business Director: Katy Ward
Head of Production: Holly Alexander
Senior Integrated Producer: Josh Mullens
Integrated Producer: Caitlin Perz

Post Production: Heckler
VFX Supervisor: Jamie Watson
Editor: Jack Hutchings
Colourist: Billy Wychgel

Sound & Music House: Rumble Studios
Executive Producer: Michael Gie
Composer: Jeremy Richmond
Sound Designer: Tone Aston

Casting Director: Peta Einberg Casting

Production Company (Photography): The Kitchen
Photographer: Juli Balla
Producer: Manuela Leigh
Stylist: Aileen Maar
Hair & Make Up Artist: Desiree Wise

Models:
Danz Rooney @ Priscillas
Seb Heske @ Kult
Heather Inwood @ Silverfox
Aimee Jin @ Bettina Management

Media agency: Havas Media Australia