Has Wieden+Kennedy cracked retail with TK Maxx’s ‘ridiculous possibilities?’

Wieden+Kennedy spent a fruitless (though no doubt financially rewarding) three years trying to get something, anything, decent out for Tesco. Then Tesco upped sticks for BBH. The jury, as they say, is still out.

Last year W+K won TK Maxx, hardly Tesco but a retailer of some scale. What on earth were they going to do with this, we thought. TK Maxx shops are high street sheds with a hotch potch of knock-down designer stuff. Nothing wrong in that but not easy for an agency, especially one under some pressure to show it can do retail. And one that sometimes seems determinedly bonkers even when there’s no obvious need to be. Setting off, sometimes, in search of ‘Ridiculous Possibilities.’

It’s brilliant.

MAA creative scale: 8.5. May be worth an upgrade if they can follow it up.