© 2025 by Rachel Tian
Holiday Haven by T.J. Maxx
CREATIVE CAMPAIGN
Jun - Aug 2023
Created under Edelman. Creative Team: Asha Shah, Tarinee Rajaraman, Alex Andersen, Aynur Rauf, Saabiah Hussain, and Rachel Tian.
Introducing Holiday Haven, an earned-social holiday campaign for T.J. Maxx, addressing the problem that Maxx is often thought of as the holiday fallback option where people purchase last-minute holiday gifts. How can Maxx rebrand as the perfect destination to get your gifting season started?
We want to target the holiday head starters: these are the people who are early in their holiday cheer, making you listen to holiday music and Halloween hasn't even happened. They've got their Pinterest boards ready a year in advance and start buying gifts months before, reminding everyone of how many days are left until the holidays. The head starters use the holiday season as self-care, but are shamed for getting into the spirit too early.
Challenge
In recent years, T.J. Maxx has earned a reputation as the ultimate experience to dawdle around and scour the shelves. We've all seen the Tiktoks..."Come with me to T.J. Maxx...T.J. Maxx best finds...You won't believe what I found in T.J. Maxx." What's the next big amazing purpose you'll find today?
This brand image makes T.J. Maxx the perfect "self-care safe space" for holiday head starters. And getting into the holiday spirit early isn't just good for the to-do list, but it's good for your mental health!
"Whether you celebrate Christmas, Hanukkah, or Kwanzaa, psychologists say that those of us who plan to decorate our homes for the holidays should probably start sooner in the season. It can improve our mood, they say, by reducing the stress and by extending the amount of time that we enjoy our festive bulbs and baubles." ~ Discover Magazine - Health
So what if we create a self-care safe space, away from the holiday haters, for early shoppers to full embrace me-time throughout the holiday season?
