The labels-for-less retailer’s Christmas campaign offered lucky shoppers the chance to pick up the ‘biggest gift at the smallest possible price’, an actual White Christmas–for absolutely nothing. A limited number of 2ft, ‘White Christmas’ snow globes were hidden in stores across Europe and online at a specially-created site. We worked with film industry specialists Snow Business to deliver the actual white stuff to homes.

The 30″ and 60″ spots were directed by Ian Pons Jewell and voiced by Bill Nighy. Shot in the hyperreal, cinematic style that has become the brand’s hallmark, the films show a White Christmas come to life as a grandfather gifts his granddaughter the giant snow globe. We then watch the excitement escalate as a team of TK Maxx ‘snow experts’ cover the house in snow, complete with branded helicopter and snow bazookas. The spot is soundtracked by a re-recorded festive version of pop-rock band Pilot’s 1975 hit, Magic.

A second film aired from December 13, documenting one of the White Christmas experiences.

It was all going so well until the UK was blanketed with real snow in mid-December. Luckily we had Bill Nighy on speed-dial for a reactive social spot, breathing new life into the campaign.

The activation-led campaign ran in the UK, Ireland, Germany and Poland.