Purpose of the Work: Marketing Challenge: Target knows that health and wellness is important to its core guests. This presented an opportunity to feature thousands of products across categories—from foods (including organic) to over-the-counter (OTC/home health care products to sporting goods—that contribute to guests’ well being.
We were tasked with building awareness that Target is a valuable destination for all things good for you. An additional, perhaps even greater challenge was convincingly leveraging the theme “Long Live Happy” to show how a healthy lifestyle could be fun, fashionable and add to a happy home. Our creative would have to establish Target as a friendly and trustworthy source of information.
Objective: To increase consideration of Target as the preferred destination to satisfy all health-and-wellness needs.
Audience: Current guests (especially mothers) who want their families to lead active, healthy lives.
CREDITS
company: Little & Company
designer:
Viet Do
creative director: Joe Cecere
client: Target
copywriters: Dan Mackaman (April & October), Mary Lou
Hidalgo (October)
photographer: Ilan Rubin (April), Terry Doyle
(October)
production: Nicole Phelps
project director: Sarah
Hillstrom
account supervisors: Peter Haney, Dori Graff
quantity/impressions:
250+
date published: April & October 2008