The campaign centres around the insight that people are at their happiest and most confident when they are their true selves. It aims to inspire shoppers to unlock their individuality and celebrate their own individual sense of style, including 82 year old photographer Martin Gordon from London who doesn’t plan to ever retire!
The shoppers were plucked from obscurity whilst browsing in stores spanning the UK, Ireland, Poland and Germany and signed up to star in TK Maxx’s Me. By Me. campaign.
The cast were taken on a trip of a lifetime to Cape Town, South Africa, where for 10 days they were encouraged to experiment with style and take part in a series of fun and experimental activities to help unlock their Me. By Me. mind-set.
With no scripts or storyboards, the cast were given free rein to shape the direction of the campaign and experiment with a wide choice of clothing and accessories from stores to create their defining looks. TK Maxx simply acted as the fashion (and fun) facilitator.
They all found looks they loved at up 60% less. With 1000s of brands, unique gems and the latest styles delivered daily, everyone can find more ways to be themselves.
The shoppers will see themselves appear on television, billboards and in magazines and newspapers across Europe as part of the labels-for-less retailer’s new spring/summer 2014 campaign Me. By Me.
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