"Target Kaleidoscopic Fashion Spectacular" by Mother New York for Target

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Industry Supermarkets
Media Ambient
Market United States
Agency Mother New York
Released February 2010


D&AD Awards 2011
Other Branding: Brand Experience & Environments Yellow Pencil

Credits & Description

Category: Titanium and Integrated
Advertiser: TARGET
Product/Service: TARGET
Date of First Appearance: Aug 18 2010
Agency/Creative Director: Mother NY
Media placement: OOH - NYC - August 2010
Media placement: Live Event - Standard Hotel - August 18, 2010
Media placement: YouTube - YouTube - September 2010

Describe the campaign/entry
Last spring, Target asked for a fashion show that would showcase their new fall line and create buzz during New York’s fashion week. But as a department store known for affordable style, stacking up against the world’s most couture fashion labels was no easy task. To be noticed in an already oversaturated and cynical market, Target needed to produce something spectacular.

Describe how the campaign/entry was launched across each channel in the order of implementation
It took 66 dancers, 25 models, an original score, 44,640 LED bulbs, a month of rehearsals, one cordoned off city block and 155 rooms in New York’s Standard Hotel.

Give some idea of how successful this campaign/entry was with both client and consumer
Streamed live on Facebook and disturbed as an online film, the Spectacular has received 160 million impressions across media and has been shared online over 12.6 million times.

The Ambient Advert titled "Target Kaleidoscopic Fashion Spectacular" was done by Mother New York advertising agency for product: Target Retail Stores (brand: Target) in United States. It was released in Feb 2010.