Target
Elements
TV, in-store, print, event and more
Industry
Retail, community relations
It's become a running joke how often I mention I worked at Target. I say it because working so closely with clients at a brand that is a force taught me so many things that are still relevant. I of course worked on the iconic campaigns and worked across many departments including frequency, beauty, Target Photo Studio and more. But by far the most valuable experience was working on the community relations campaigns.
Dream In Color
Dream in Color was a one off forgotten program until my copywriter and I felt that we could breathe new life into it. In 2007 we relaunched it as our Black History Month platform featuring Maya Angelou. The next year we saw there was an opportunity to make it about diversity in general so it was extended into Hispanic Heritage month and Asian Pacific Heritage Month and was also extended into an internal communications and Target culture initiative.
In order to make this bigger we brought Black Design in to help with the campaign and we continued to work with Kwaku Alston as the campaign photographer. The multi-channel campaign included broadcast, web, print, retail, educational promotions and more. We got to work with some amazing people including John Legend, Iman, Debbie Allen, Holly Robinson Peete and more. This campaign became quite successful and lasted three more years with updated personalities.
Target House Carnivals
Each year Target would do four carnivals for the kids and families staying at the St. Jude Target house. It was a prized project to work on because not only is it an important cause but it was a lot of fun to work on. So my writer Shawn and I got put on this we were psyched. And then we were told we had to have a Dr. Seuss theme. We love Seuss but it limited what we can do. Then only a month before the first deliverable was set to be printed and shipped we were told that the partnership was not going to happen. Our first call was to our friend Jesse LeDoux and we made some magic happen.
The team
my involvement: ACD
copy: Shawn Boyd
illustration: Jesse LeDoux