TARGET: BACK TO SCHOOL
Going back to school is a really big deal for kids. From the sneakers to the notebooks to the backpack, kids want to feel confident heading into a new classroom for the first time.
We created a campaign that highlighted the tiny moments in a kid's school day that make them feel important while reminding mom that Target had everything at the right price. "Every Little Thing Is A Really Big Deal" was the line that brought it all home.
#1 Back To School Spot - Ad Age
Iconic filmmakers Dayton/Faris added their signature quirk to the spots. And a children’s orchestra playing pop hits (um hello, Destiny’s Child on a recorder!?) added to the sweetness of the campaign.
Magazine spreads and OOH featured JUCO photography.
We also launched a Buy One Give One initiative to help more students have the school supplies they need. For each supply bought in July, Target donated another to the Kids In Need Foundation -- up to $25 million in school supplies.
Using stop-motion animation, we created a broadcast spot to get the word out about the program, as well as social videos that acted as donation trackers for Target's social network.
Feeling nostalgic for good ol' radio? This campaign had it, too. Listen here.
Press