EVERY COLOUR YOU CAN DREAM OF by The Campaign Palace for Target

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EVERY COLOUR YOU CAN DREAM OF

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Industry Supermarkets
Media Promo & PR, Case study
Market Australia
Agency The Campaign Palace
Director Dael Oates
Creative Director Gerhard Myburgh, Brent Liebenberg
Art Director Jessica Harold
Copywriter Jacqui Paterson
Producer Michael Ritchie Marge Mcinnes
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: TARGET AUSTRALIA
Product/Service: DEPARTMENT STORE
Agency: THE CAMPAIGN PALACE
Date of First Appearance: Aug 2 2009 12:00AM
Entrant Company: THE CAMPAIGN PALACE, Melbourne, AUSTRALIA
Copywriter: Jacqui Paterson (The Campaign Palace)
Art Director: Jessica Harold (The Campaign Palace)
Creative Director: Gerhard Myburgh (The Campaign Palace)
Creative Director: Brent Liebenberg (The Campaign Palace)
Agency Producer: Fiona Gillies (The Campaign Palace)
Account Manager: Georgie Brown (The Campaign Palace)
Director: Dael Oates (Prodigy Films)
Producer: Marge McInnes (Prodigy Films)
Media placement: TV Commercial - Free To Air & Pay TV, Australia - 02/08/2009

Results and Effectiveness
The result was an uplifting and inspiring campaign, at a time when there didn't seem to be much to smile about. Sales and spirits were lifted, with ROI estimated at a staggering 445%.

Creative Execution
Target’s new summer range was showcased across television, cinema, magazine, outdoor, out of home and online, bringing the campaign line ‘Every colour you can dream of’ to life. Stop frame animation gave the campaign its own unique look and feel, which helped the work stand out in a sea of retail sameness. Each individual medium utilised key elements from the TV campaign to showcase the colourful range.

Insights, Strategy & the Idea
Heading out of the GFC, research showed that Target’s core consumers, women aged 22 - 54, were in serious need of cheering up, and Target felt that a bit of colour wouldn't go amiss. The idea of ‘Every colour you can dream of’ was brought to life using stop frame animation - a technique which helped showcase the range in an unexpected and entertaining way. The result was an uplifting and inspiring campaign that encouraged people to put a little colour back into their lives. Sales and spirits were lifted, resulting in a return on investment of 445% in a difficult trading environment.