DARE. DREAM. DO. by Little & Company for Target

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DARE. DREAM. DO.

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Industry Supermarkets
Media Design & Branding
Market United States
Agency Little & Company
Director Eric S. Anderson
Creative Director Joe Cecere
Copywriter Gene Valek
Designer Katherine Lamm
Producer Colin Davis
Illustrator Sarah J. Coleman
Editor Andrew Maggio
Released January 2010

Credits & Description

Category: Broadcast Design & Graphics
Advertiser: TARGET
Product/Service: TARGET STORE
Agency: LITTLE & COMPANY
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: LITTLE & COMPANY, Minneapolis, USA
Creative Director: Joe Cecere (Little and Company)
Strategist: Jeff Turner (Little and Company)
Copywriter: Gene Valek (Little and Company)
Designer: Katherine Lamm (Little and Company)
Director: Eric S. Anderson (Digital Kitchen)
Editor: Andrew Maggio (Digital Kitchen)
Producer: Colin Davis (Digital Kitchen)
Lead Animator: Chad Ashley (Digital Kitchen)
Account Director: Meg Van Sloun (Little and Company)
Project Manager: Julie Zulkosky (Little and Company)
Illustrator: Sarah Coleman (Inkymole Illustrations)
Music: Mark Walk (Ophonic)
Media placement: :15 Spot - Broadcast Ad - February 2010

Describe the challenges and key objectives
Our main objective, then, was to help Target forge a singular, unified message about celebrating the heritage and culture of its team members and guests. We began by shifting the focus from the term 'diversity,' which suggests individual and group differences, to 'fostering inclusive culture,' Target’s key phrase for accepting everyone as they are. Our biggest challenge was to make both internal and external audiences feel empowered. Instead of describing Target’s diversity initiatives, we simply shared the stories of its partners and team members who have demonstrated the courage to be themselves.

Describe the brief from the client
Target needed to rejuvenate its diversity campaign, which launches every year during Black History Month (February) and was sputtering. It needed to cease promoting top-down, politically correct diversity policy in favour of emotional messaging that inspires both team members and guests. The takeaway for team members — and a recruitment tool for management — is that Target is the best company to work for. Externally, it hoped to solidify its reputation as a great company. Ideally, store guests will more closely identify with the Target brand for the long term.

Describe how you arrived at the final design
Each of the partners we video-taped elected to focus on the triumphs in their life journey rather than the difficulties. In this TV spot, we captured chef Marcus Samuelsson in a moment of self-disclosure, making an impassioned case for striving until that one opportunity arises, and then seizing it. Images provided by an internationally renowned illustrator come alive, encircling Samuelsson and accentuating his words. In 15 seconds, we visualise the unlimited human potential that can be realised when one person dares to dream. The partners’ videos were the foundation, and inspiration, for the team member videos that followed.

Give some indication of how successful the outcome was in the market
Target is now able to mesh its workplace and marketplace initiatives so that its diversity efforts are a habitual part of everyday business. Just one example: An African-American woman can now visit a store in her community and find black hair care products without feeling like she’s in a 'black' Target. The company’s partners have been assisting in its community outreach programs: Malaak Compton-Rock helped rebuild a school library in Brooklyn; Marc Morial and the Urban League are helping to educate African-American middle school boys; and Marcus Samuelsson is involved in opening a Target store in Harlem.