For nearly a decade, TJ Maxx has been a staunch advocate for self-expression through its Maxx You Project, encouraging women to break free from societal labels and embrace their true selves. This commitment continues with their latest campaign, ‘Claim Your And’, designed to inspire women to transcend limiting labels and fully express their multifaceted identities.
Recent research highlights the impact of labels on women: Since 2017, 94% of women have had labels imposed on them, with only 16% feeling these labels reflect their true selves. Furthermore, 53% of women reported that labels assigned to them in their youth had a lasting effect on their lives.
The new ‘Claim Your And’ campaign, crafted by Edelman, features a notable collaboration with Mandy Moore, an artist who has faced numerous labels throughout her career. This partnership marks a significant phase in TJ Maxx’s ongoing effort to foster empowerment and individuality among women.
Adding a unique twist to the campaign, Edelman enlisted Born Licensing to integrate iconic characters from Scooby-Doo, namely Daphne and Velma. Born Licensing leveraged its strong relationship with Warner Bros. to negotiate a favorable deal and manage the approval process for the creative assets, ensuring a seamless integration of these beloved characters into the campaign.
By utilizing existing high-quality IP from popular media, the campaign not only enhances its appeal but also streamlines production, saving time and resources. This approach highlights the benefits of incorporating well-known assets into advertising campaigns, offering a fresh and engaging way to connect with audiences.
Explore how TJ Maxx’s ‘Claim Your And’ campaign is setting new standards in self-expression and empowerment, and learn more about the advantages of licensing existing IP for impactful advertising.