Winner: National Retail Federation Campaign of the Year
Target was in trouble. The beloved retailer was losing ground to Walmart in a shift to online retail, and the brand’s shift to product at a price marketing was falling flat with brand devotees.
We needed to bring back the surprise and delight Target was known for to re-introduce Target as the store they love, in person and online.
We partnered with Creative Director Diane Martel (famed collaborator of Miley Cyrus and Nicky Minaj) to re-imagine a red, white and Target world. Karen O provided the soundtrack with 4 remakes of Marshmallow World, for 18 snackable stories that exploded toys into life sized Koons-esque mascots.
The campaign brought the joy of the Target experience into the digital age, breaking records and winning back loyalists, with Target CEO Gregg W. Steinhafel crediting the campaign as “a major turning point for the brand.”
A longer form 3D experience flooded Holiday cinema screens, and an in-store mobile game experience brought folks back into brick and mortar.