Homesense pulls on brand fame of TK Maxx in tongue-and-cheek campaign
TK Maxx sibling brand attempts to forge its own identity with brand campaign from Wieden+Kennedy.
Homeware retailer Homesense has leveraged the fame of its better-known sister brand TK Maxx in a three-part tongue-and-cheek ad series.
Wieden+Kennedy London is behind the ‘There’s no place like Homesense (except TK Maxx)’ campaign, which enlisted conceptual artist Max Siedentopf as director and Maurizio Di Lorio to shoot a number of stylish stills.
The brief was to grow awareness of Homesense’s 77 stores and bring the brand fame beyond TK Maxx. The ads lean into aspects of TK Maxx that its loyal consumers love, for example, the candle section.
The campaign will run on VOD, out-of-home and social in the UK and the Republic of Ireland.