You to the maxx

T.J.Maxx’s well-known treasure hunt-style shopping experience was a turnoff to some. Some people saw the “treasure”; others couldn’t get past the “hunt.” So what do you do? Show women that what you find at T.J.Maxx is so much more than stuff; it’s your most unapologetic and badass self. And there's nothing more worthy of looking for than that. Because the real treasure is you, and T.J.Maxx is where you can always afford to be you to the maxx. Our campaign increased ad recall and consideration to drive customer growth.

The Challenge: Get people who think they don’t have time/effort for T.J.Maxx’s treasure hunt shopping experience to make time/effort for T.J.Maxx.

The Insight: The treasure is you.

The Idea: Shift the “find” from merchandise and stuff to your boldest, most uninhibited, most badass self.

Bringing the Idea to Life: You to the Maxx: the champion and destination for fueling unapologetic, irreverent individuality in the face of the judgment and expectations that stand in the way.

Results: Increased customer growth and consideration worth $20-40M in sales in year one of the campaign.