Target

Fashion Housewares

To increase awareness among an upscale audience by positioning Target as aspirational and trendy, the chain promoted itself as a brand that is redefining the retailing marketplace in a category all of its own. The campaign marries the aspirational qualities of department store shopping, offering cool, stylish products, with the practical elements of a mass merchandiser, meeting everyday needs with low prices and an extensive selection. Advertising increased the perception among consumers of Target as a fashion-forward and trend-right brand and has been well-received by the media, garnering extensive trade and consumer press coverage both on a local and national level.

Kirshenbaum Bond & Partners,
New York
Creative Directors:    Bill Oberlander, Logan Wilmont
Art Directors:           Scott McDonald, James Hitchcock
Copywriters:            Andrew Bruck, Mike McCommon, Marty Hoveyda
Photographers:        Matthew Rolston, Dewey Nicks