TARGET: VIBES
As 2016 continued to shape up to be a not-so-great year, how could Target lighten the mood with some "poptimistim" and stylish fun?
Using the ever-popular #vibes as our inspiration, we embraced the world of snap filters, GIFs and Insta-celebrities to create a campaign based on the fun, playful way we consume content in our always-connected lives.
(And of course, what's more meme-y than a Beyoncé reference? You're welcome, world.)
We launched the campaign with an anthem :60s spot, followed by :15s that ran during primetime events - such as the Emmy's - and as digital pre-roll.
On social, we encouraged a network of talented influencers like Joan Smalls, Jordan Woods and the Quann Sisters to #VibeItForward by posting their #vibes and asking everyone else to do the same.
The result was a chain reaction of posts that spread good style vibes across the web.
Since the campaign launched during NYFW, Target kicked off fall's most fashionable week with Red's -- a piano sing-a-long lounge right in the heart of New York City.
During the day, fashion fans could stop by to enjoy live streaming of runway shows. And at night, Red's came alive with performances from stars like Queen Latifah and Rufus Wainwright.
Press