Target
TargéT everyday

People have been pronouncing Target as “Targét” for years. It’s a way people have been expressing the feeling that Target products bring to their lives.

So we created a campaign that took the nickname that everyone gave us and said it right back to them, with a wink. 

Using headlines that overtly rhymed with “Targét”, we created rhyming sequences that made users read them all in a row and say Targét in their minds without us ever having to say it outloud.

We launched TV spots that debuted during the 2018 Emmy Awards. 

And we launched a bold, colorful out-of-home campaign in New York, Los Angeles, Minneapolis, Miami, and Chicago. 

Agency: Mother New York
CD: Enrique Mosqueda, Craig Love
AD: Elijah Park, Dennis Kung
CW: Hayley Kaufman, Stephanie Cajucom
Director/Photographer: Lacey