案例简介：TK MAXX 圣诞活动揭示了一份真正持续给予的礼物 Wieden + Kennedy London 的神奇圣诞活动为在 TK Maxx 找到独家无休止长袜的幸运顾客提供一年的礼物 伦敦，2018年11月6日: 礼物不仅仅是圣诞节的礼物，也是一整年的礼物 -- 来自一只顽皮、看似永无止境的袜子和 TK Maxx 的最新节日活动。 这家小价格的大礼品零售商将于 11月7日在店内推出，这将为购物者提供每月打包 TK Maxx 珍品一年的机会 -- 绝对免费。 现实世界的激活是在尼克 · 鲍尔在《眨眼》制作中执导的不敬的场景中栩栩如生，由不恰当的滑稽比尔 · 奈伊再次配音, 并欢迎这个圣诞节再次传达该品牌荒谬的可能性。 这则广告是以该品牌最出名的夸张的电影风格拍摄的，由何塞 · 诺曼的古巴皮特创作的伦巴配乐令人震惊地不符合季节。它看到礼物全年共享，由一只永无止境的袜子组成，当一个如此幸运的 TK Maxx 客户发现它坐落在产品货架上时，它就会变得栩栩如生。 当这只永无止境的袜子被带回家，并开始兴奋地与全家人分享礼物时，兴奋起来，不仅是在圣诞节，也是在接下来的一年。第二年圣诞节午夜钟声响起时，袜子消失在客厅的烟囱上，这让全家人非常沮丧。 激活主导的活动将在英国、爱尔兰、德国、波兰、奥地利和荷兰开展，将 ATL 与印刷、数字、社交、移动相结合公关和体验成为一个完全喜庆的、综合的、直通式的活动。 从 11月7日起，数量有限的定制永无止境的长袜将隐藏在欧洲和在线的 TK Maxx 商店的货架上，找到一只的幸运购物者将经历送礼的一年, 或者如果他们真的感受到圣诞精神，可以把 TK Maxx 珍品捐给家人和朋友。 Wieden + Kennedy London 负责创意活动、 TVC 制作和数字资产。奥美是公关和影响力机构，Mindshare 是媒体机构，Undercurrent 是管理体验的机构。店内和社交创意将由 TK Maxx 的内部创意团队交付。 TK Maxx 集团品牌和营销总监德博拉 · 杜尔斯说: “我们与我们所有的机构合作，创建了一场超越直接广播信息的活动, 相反，它旨在以体验和吸引的方式与我们的购物者接触。它给 TK Maxx 带来了 “大礼物” 的品牌信息。小价格通过主要的圣诞电视广告，以及在这个繁忙的季节创造突出。我们鼓励我们的顾客去商店寻找一只永无止境的长袜，同时也提醒他们，TK Maxx 是圣诞节和以后的完美礼物目的地。" 这是 TK Maxx 在荒谬的可能性品牌平台下的第三次圣诞活动，这是无休止的礼物，象征着零售商的大礼物。小价格主张。

案例简介：TK MAXX CHRISTMAS CAMPAIGN REVEALS A GIFT THAT REALLY KEEPS ON GIVING Magical Christmas campaign from Wieden+Kennedy London offering a year full of gifts to lucky customers who find exclusive neverending stockings at TK Maxx LONDON, November 6 2018: Gifts are not just for Christmas but for a whole year – courtesy of a playful, seemingly neverending stocking and the latest festive campaign by TK Maxx. Launching in-store on Nov 7, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year – for absolutely nothing. The real-world activation is brought to life in an irreverent spot directed by Nick Ball at Blink Productions, voiced again by the inimitably droll Bill Nighy, and welcomes the ridiculous possibilities messaging of the brand once more this Christmas. The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a neverending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves. Excitement rises when the neverending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay. The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential into a fully festive, integrated, through-the-line campaign. A limited number of bespoke neverending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from November 7, and the lucky shoppers who find one will experience the year of gifting, or if they’re really feeling the Christmas spirit, can donate the TK Maxx treasures to family and friends. Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influence agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team. Deborah Dolce, Group Brand & Marketing Director at TK Maxx said: “We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message, rather it aims to engage with our shoppers in an experiential and engaging way. It brings to life TK Maxx’s brand message of ‘Big Gifts. Small Prices’ through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the neverending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.” This is TK Maxx’s third Christmas campaign under the Ridiculous Possibilities brand platform, the gift of neverending gifting, symbolising the retailer’s Big gifts. Small Prices proposition.

无休止的长袜 | The Neverending Stocking

案例简介：TK MAXX 圣诞活动揭示了一份真正持续给予的礼物 Wieden + Kennedy London 的神奇圣诞活动为在 TK Maxx 找到独家无休止长袜的幸运顾客提供一年的礼物 伦敦，2018年11月6日: 礼物不仅仅是圣诞节的礼物，也是一整年的礼物 -- 来自一只顽皮、看似永无止境的袜子和 TK Maxx 的最新节日活动。 这家小价格的大礼品零售商将于 11月7日在店内推出，这将为购物者提供每月打包 TK Maxx 珍品一年的机会 -- 绝对免费。 现实世界的激活是在尼克 · 鲍尔在《眨眼》制作中执导的不敬的场景中栩栩如生，由不恰当的滑稽比尔 · 奈伊再次配音, 并欢迎这个圣诞节再次传达该品牌荒谬的可能性。 这则广告是以该品牌最出名的夸张的电影风格拍摄的，由何塞 · 诺曼的古巴皮特创作的伦巴配乐令人震惊地不符合季节。它看到礼物全年共享，由一只永无止境的袜子组成，当一个如此幸运的 TK Maxx 客户发现它坐落在产品货架上时，它就会变得栩栩如生。 当这只永无止境的袜子被带回家，并开始兴奋地与全家人分享礼物时，兴奋起来，不仅是在圣诞节，也是在接下来的一年。第二年圣诞节午夜钟声响起时，袜子消失在客厅的烟囱上，这让全家人非常沮丧。 激活主导的活动将在英国、爱尔兰、德国、波兰、奥地利和荷兰开展，将 ATL 与印刷、数字、社交、移动相结合公关和体验成为一个完全喜庆的、综合的、直通式的活动。 从 11月7日起，数量有限的定制永无止境的长袜将隐藏在欧洲和在线的 TK Maxx 商店的货架上，找到一只的幸运购物者将经历送礼的一年, 或者如果他们真的感受到圣诞精神，可以把 TK Maxx 珍品捐给家人和朋友。 Wieden + Kennedy London 负责创意活动、 TVC 制作和数字资产。奥美是公关和影响力机构，Mindshare 是媒体机构，Undercurrent 是管理体验的机构。店内和社交创意将由 TK Maxx 的内部创意团队交付。 TK Maxx 集团品牌和营销总监德博拉 · 杜尔斯说: “我们与我们所有的机构合作，创建了一场超越直接广播信息的活动, 相反，它旨在以体验和吸引的方式与我们的购物者接触。它给 TK Maxx 带来了 “大礼物” 的品牌信息。小价格通过主要的圣诞电视广告，以及在这个繁忙的季节创造突出。我们鼓励我们的顾客去商店寻找一只永无止境的长袜，同时也提醒他们，TK Maxx 是圣诞节和以后的完美礼物目的地。" 这是 TK Maxx 在荒谬的可能性品牌平台下的第三次圣诞活动，这是无休止的礼物，象征着零售商的大礼物。小价格主张。

无休止的长袜 | The Neverending Stocking

案例简介：TK MAXX CHRISTMAS CAMPAIGN REVEALS A GIFT THAT REALLY KEEPS ON GIVING Magical Christmas campaign from Wieden+Kennedy London offering a year full of gifts to lucky customers who find exclusive neverending stockings at TK Maxx LONDON, November 6 2018: Gifts are not just for Christmas but for a whole year – courtesy of a playful, seemingly neverending stocking and the latest festive campaign by TK Maxx. Launching in-store on Nov 7, the big gifts at small prices retailer will offer shoppers the chance to bag TK Maxx treasures every month for a year – for absolutely nothing. The real-world activation is brought to life in an irreverent spot directed by Nick Ball at Blink Productions, voiced again by the inimitably droll Bill Nighy, and welcomes the ridiculous possibilities messaging of the brand once more this Christmas. The ad is shot in the overstated, cinematic style that the brand is best known for, with a strikingly unseasonal rumba soundtrack, by Jose Norman’s Cuban Pete. It sees gifts shared all year round, by a neverending stocking, which comes to life when an oh-so-lucky TK Maxx customer finds it nestled within the product shelves. Excitement rises when the neverending stocking is taken home and begins excitedly sharing gifts with the whole family, and not only at Christmas, but throughout the following year. When the clock chimes midnight the following Christmas, the stocking disappears up the living room chimney, much to the family’s dismay. The activation-led campaign will run in the UK, Ireland, Germany, Poland, Austria, and the Netherlands, combining ATL with print, digital, social, mobile, PR and experiential into a fully festive, integrated, through-the-line campaign. A limited number of bespoke neverending stockings will be hidden on the shelves of TK Maxx stores across Europe and online from November 7, and the lucky shoppers who find one will experience the year of gifting, or if they’re really feeling the Christmas spirit, can donate the TK Maxx treasures to family and friends. Wieden+Kennedy London is responsible for the creative campaign, TVC production, and digital assets. Ogilvy is the PR and influence agency, Mindshare the media agency, and Undercurrent is managing experiential. The in-store and social creative will be delivered by TK Maxx’s in-house creative team. Deborah Dolce, Group Brand & Marketing Director at TK Maxx said: “We have worked together with all our agencies to create a campaign that is beyond a straight broadcast message, rather it aims to engage with our shoppers in an experiential and engaging way. It brings to life TK Maxx’s brand message of ‘Big Gifts. Small Prices’ through the main Christmas TV ad, as well as creating standout in this busy season. We are encouraging our customers to visit stores and search for one of the neverending stockings, whilst also reminding them that TK Maxx is a perfect gift destination for both Christmas and beyond.” This is TK Maxx’s third Christmas campaign under the Ridiculous Possibilities brand platform, the gift of neverending gifting, symbolising the retailer’s Big gifts. Small Prices proposition.

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无休止的长袜 | The Neverending Stocking

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