Target Design & Branding THE CHRISTMAS GIG VINYL DESIGN by Wieden + Kennedy Portland

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Industry Travel Agencies, Tour Operators & Travel Services, Retail, Distribution & Rental companies
Media Design & Branding
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Rob Thompson
Art Director Don Shelford
Copywriter Dan Kroeger
Designer Chris Larson
Account Supervisor Jordan Delapoer
Released November 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: TARGET
Product/Service: HOLIDAY 2010
Date of First Appearance: Nov 15 2010
Entrant Company: WIEDEN+KENNEDY, Portland, USA
Chief Creative Officer: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff (Wieden+Kennedy)
Executive Creative Director: Susan Hoffman (Wieden+Kennedy)
Creative Director: Rob Thompson (Wieden+Kennedy)
Copywriter: Dan Kroeger (Wieden+Kennedy)
Art Director: Don Shelford (Wieden+Kennedy)
Agency Producer: Victoria Semarjian (Wieden+Kennedy)
Account Supervisor: Jordan Delapoer (Wieden+Kennedy)
Account Manager: Megan Nugent (Wieden+Kennedy)
Planner: Seema Miller (Wieden+Kennedy)
Planner: Alison Bonner (Wieden+Kennedy)
Designer: Chris Larson (Wieden+Kennedy)
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Media placement: Full Vinyl Album - Direct Mail - 12/01/2010
Media placement: Vinyl EP Teaser - Press Gift Handout - 11/15/2010

Describe the brief from the client
Target helps Mom create a more inspired Christmas.

Lights, decorating the tree, baking cookies, buying gifts for everyone on your list, throwing a Christmas party, and hosting out-of-town relatives… Mom wants to make Christmas special for her kids, but it’s a lot of work. Target has everything Mom needs to pull off a great Christmas, all in one place. Target carries all the stuff she needs to get, as well as the inspiration to make Christmas feel special. She might come in for some ornaments for the tree and discover amazing, designed decor for the whole house, all at a great price. Target helps Mom create the kind of Christmas memories she wants for her kids, and actually enjoy herself along the way.

Describe the challenges and key objectives
Target has all the things needed to create an inspired Christmas. But we didn’t want our marketing to just tell people to be merry, we wanted to make them merry. In 2010, Target helped made people merry by giving them the gift of music. We created The Christmas Gig, an album of 14 original Christmas songs, available for free download from We partnered with current musicians and bands across multiple genres to create new songs celebrating the spirit of the season. The music was promoted with a multimedia campaign, and we pressed vinyl to share with influencers and media.

Describe how you arrived at the final design
What’s cooler than vinyl? Clear vinyl. We made a die-cut snowflake album sleeve, inspired by Target’s in-store design, to show off the surprising and beautiful vinyl within. We wanted this to feel like a contemporary take on a Christmas record album.

Give some indication of how successful the outcome was in the market
The Christmas Gig received tons of coverage in the press, and there were more than 800,000 music downloads from Jimmy Kimmel Live! hosted Darker My Love, one of the bands on the album, performing their Christmas song on the show. Jimmy Kimmel featured the vinyl design on air while introducing the band.