Confetti Katie can’t stop going off in TK Maxx in new brand campaign via Howatson+Company
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.”
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
21 Comments
https://www.youtube.com/watch?v=ePDfuBHzhVg
Yeh that maccas one is only a couple of years old and was PR’d at the time plus it had had a maccas media spend behind it. Someone on that credits list had seen it
How many lives does that woman have?
you’re a hero
Don’t really see the money’s worth given the talent on the film and stills production
Terrible and low-fi
The ‘Abso-TK-luetly’ line.
To get a line down to one word is pretty cool.
Plus, it’s got the brand name in it and it captures a sense of emotion too – working hard!
Looks like someone saw “Everything Everywhere All at Once” and called it a brand campaign
Average
Nothing amazing in a while
https://www.youtube.com/watch?v=nIGZSXUD1GM
If everything was amazing nothing would be
Genuinely don’t understand why she pops into confetti ‘with excitement’. She hasn’t won anything. At least the Maccas spot made sense.
Agree with the above. Haven’t seen anything good from HCO recently. They had such a strong start. Hopefully they can find their mojo again.
The grade of the film really nails the feeling of being in this type of store. Dull as.
@average Did you not see the Lord Nelson stuff less than two weeks ago? That was pretty damn good.
…but wow that cinematography is so dated.
I’m going to show this to my AWARD school students.
As an example of what not to do.
I hope you’re alright and that you find peace xo
Why is the colour grade of the TVC’s super desaturated but the out of home looks like a Stereosonic poster?
Who’s the talent that plays ‘Confetti Katie’?