TJ Maxx
Brand Campaign

The Challenge: The imperative of “being yourself” is BS: in real life women have to compromise on how they express themselves

​

Audience:  Confident, self-assured women, who know who they are, but are afraid of coming off as "too much"

 

Insight: You're never too much in a place where you belong

​

Strategy: Your many expressions can come to life when you fully explore them at TJ Maxx

​

Results: Strongest testing spots for the brand in a decade and outpaced previous spots on persuasion among regulars, occasionals, and prospects.