TJ Maxx Value TV & Social
Scope: McCann won the TJ Maxx business in August 2023. This was our first campaign as their AOR, involving the conception, production and trafficking of their new TV campaign.
Challenge: Develop a a breakthrough campaign that shifts the perception that TJ Maxx doesn’t have the variety of styles she needs to fully express her multiple sides.
Creative Director (AD): Daniel Rodriguez, Daniel Kim
Creative Director (Copy): Larry Platt, Natalie Rose
Account Team: Liz Der, Christina Palestina, Sarah Watson
Social Creator Extensions
Through our TV campaign, we established the closet as a portal of expression. To extend and strengthen this idea, we partnered with four creators to pioneer a match-cut style transition that shows how the closet is a portal to endless expression.
Creators helped us co-create a trendy transition, while using the opportunity to show how TJ Maxx prices and quality make it possible to express all the sides of you. These assets ran in both paid and organic TJ Maxx/creator channels.