TK MAXX / CRUK

BRIEF

Beyond were briefed by TK Maxx and Cancer Research UK to partner them with an A List female to support their latest campaign “The £50m Milestone Dress”.

Made from 50 layers of pre-loved clothes donated by TK Maxx customers, the incredible dress marked over £50m raised through a 20 year partnership between TK Maxx and CRUK. The dress was designed by Kate Tabor celebrity stylist and the campaign shot by Jason Bell. Naomie undertook digital asset creation and hero images, along with social and media commitments.

BEYOND VALUE

Beyond secured Naomie directly and given the cause element managed to negotiate a heavily reduced rate on everything from styling, to fee, to stylist.