TK Maxx has unveiled a new brand platform, Every Day Can Be Iconic with a TK Maxx Deal.

Directed by Andreas Nilsson, the hero film follows a cat that fishes a red loafer out of a TK Maxx bag and, by wearing it as a hat, accidentally kicks off a viral fashion moment. We cut between the post blowing up online, a high-fashion boardroom, and a runway show where the look is suddenly the trend, before snapping back to the everyday reality at home.

As Wieden + Kennedy London’s group creative directors Freddy Taylor and Philippa Beaumont put it, TK Maxx is packed with style, so they wanted to celebrate that in a way only the brand could, with a scene-stealing cat and a red shoe perched proudly on its head. Because really, only TK Maxx could be the place you pop into for an outfit and leave as a style icon.

The campaign will roll out across OOH and high-impact media in the UK, Ireland, Germany, Austria, the Netherlands, and Poland, supported by immersive AV across cinema, TV, VOD, and online video, plus social, influencers, podcasts, and brand partnerships.