Photo of the Week!

Check out our Photo of the week!

EDITORIAL USE ONLY Daisy Lowe hangs up donated clothes to launch the TK Maxx Give up Clothes for Good campaign in support of Cancer Research UK Kids and Teens, at Madison Rooftop Terrace in London. PRESS ASSOCIATION Photo. Picture date: Tuesday February 2, 2016. The campaign launched by TK Maxx, which is the biggest corporate funder of research into children's cancers in the UK, will run until 19th of March. You will however be able to donate all year round in TK Maxx stores nationwide, by dropping in pre-loved clothing and accessories. The donated items will be sold in Cancer Research UK shops with all of the money raised going to help fund research. Photo credit should read: Matt Alexander/PA Wire

Client: Ogilvy

Agency: TK Maxx

Project: Give Clothes up for good

Why do we like it?

Our ‘Picture of the Week’ is an image from the launch of TK Maxx’s Give up Clothes for Good campaign with supermodel Daisy Lowe, it is in support of Cancer Research UK Kids and Teens. When a celebrity chooses to front a campaign in a valid and worthy way, it can often be the route to creating a visually arresting photocall.  It is however, important to choose a credible and appropriate voice. TK Maxx has connected a recognisable British model to act as spokesperson and link them to everyday high street fashion shoppers. The campaign message about donating clothes to a worthy cause is elevated to a high concept photographically.

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