There is a unique feeling you only get when you shop for style at Target.
It’s a discovery that turns an ordinary moment into an extraordinary one. It’s a feeling so good consumers starting nicknaming Target “Tar-zhay.”
But with competitors trying to get rid of in-store shopping for good, Target needed to put a stake in pop culture and remind people of the irreplaceable magic of shopping at Target.
So we created a fall style campaign to evoke the spirit of “Tarzhay” without Target ever explicitly saying it. The colorful, poptimistic visuals are all based around words that rhyme with Tar-zhay—allowing consumers to ultimately fill in the blank themselves and say: “Tarzhay” in their minds.
- Project Roles
- Mother New York
- Art Direction, Broadcast, Conceptual, Copywriting, Digital, Outdoor, Social, Social Media Strategy , Stunts, TV
- Project Industries
- Advertising, Retail