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W+K returns with more TK Maxx ‘Ridiculous Possibilities’

Wieden+Kennedy is back with more ‘Ridiculous Possibilities’ for discount fashion chain TK Maxx, this time the lure of a designer biker jacket.

Not vintage maybe, but a proper campaign for what looked like a very tricky client.

One wonders if the TK Maxx work played a part in W+K landing £60m Sainsbury’s from AMV BBDO last week. Most of the big supermarkets have struggled to produce year-round campaigns; putting all their eggs in the Christmas spectacular basket.

Also a factor seems to have been Sainsbury’s’ worries about the presentation of its food offer; losing ground to the likes of M&S and Waitrose on the one hand and Aldi and Lidl, which promote their high end offerings mercilessly. AMV founder David Abbott initiated what became the food porn genre with stylish print ads for Sainsbury’s. Apparently W+K’s efforts for Lurpak (below) also played a part in the Sainsbury’s win.

This one? MAA creative scale: 6.

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