Victoria Probert
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Ilona Maher x True Originals

ClientTJ Maxx
AgencyEdelman
TaglineYou Sponsored by TJ Maxx
ChannelsFilmSocialEarnedExperiential

More than a sponsorship.

TJ Maxx’s True Originals program backed 10 women for being exactly who they are—with $10,000 each, mentorship, and meaningful connections.

Olympian Ilona Maher joined an all-star lineup of co-sponsors: renowned pianist Chloe Flower, celebrity hairstylist Jen Atkin, fashion designer Carly Cushnie, and Tony Award winner Renée Elise Goldsberry. It all came together at a New York launch event and panel celebrating what it means to be a True Original.

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Ilona Maher bursting through white curtains, mid-shout, in a sequined purple top.

On set

Ilona Maher in a pink short set, balancing a red rugby ball on one hand against a pink wall.
Ilona Maher in an olive suit between two racks of clothes, a red TJ Maxx bag at her feet.
Ilona Maher laughing in a dressing room, a lit mirror behind her.
Ilona Maher in a white jumpsuit on a red seamless backdrop in a brick studio.
Ilona Maher flexing her arm over her shoulder in a pink dress.
Ilona Maher seated on a red chair in a pink short set, holding a hairdryer.
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The media event

A panel of six women seated in front of a “You Sponsored by TJ Maxx” backdrop at the media event.
Five guests posing in front of the “You Sponsored” wall, framed by flowers.
Ilona Maher seated on a green velvet sofa in a pink top and coral trousers.
A guest in a long denim dress beside a “True Originals” sign.
A guest in a pale blue coat under a floral arch.
A guest in a green floral dress in front of the “True Originals spotlight” wall.
Guests at the dinner table, plates of food and candles in front of the event backdrop.
A hand reaching for a red card holder on a table of gifts and flowers.
A long dinner table set with candles, red anemones and red menus.
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The results

345M+
Earned impressions
4.5M+
Social impressions
650+
Sponsorship entries
10
Women sponsored