TARGET
SummerUp for Target
THE CHALLENGE
We wanted to give moms inspiration and ideas that would roll out all summer long with a campaign that would be inclusive of their large Latin Market.
THE SOLUTION
Target called people to #SummerUp—making this the best summer ever. Through our broadcast, cinema, and huge push of social initiatives, we kept things exciting, releasing “Up’s” every day for three months. Noted as the 2014 Bronze Retail Effie Winner, Adweek Top Ads of Summer 2013, Mashies Best Use of Vine Runner Up, and Tweeted about by Oprah.
Broadcast TV /
3D Cinema
These spots ran on TV as well as in 3D in select 3D cinemas before the movie started.
The Song of Summer
To create the song that would be on in every car and on everyone’s mind, the soundtrack for our campaign, “Ula Ula” by Illya Kuryaki & The Valderramas was available for mobile download at the end of each spot. Even Oprah sung our praises on Twitter.
#summerup Daily Online
We created over 100 “Ups” to inspire moms every day for 3 months on their favorite channels—Noteworthy Mom Blogs, Instagram, Facebook, and Vine.
Our hub was on Pinterest and linked out all over the internet. Daily Ups include DIY ideas, artist collaborations, recipes by famous chefs, style tips, books, games, and summer inspiration.
SummerUp Interactive Games
We made a virtual interactive tongue and Ice Pop to pep up your day, a relaxing Internet Lemonade you can sip with your eyes and change the background according to your mood and Corgi Beach, the game where you stack pups on a deserted island like your life depends on it. The latter also quoted online as “the day Target won the Internet.”
SummerUp Downloadable Art
Art by Brosmind, Ashkahn, Gilles and Cecilie, Luci Gutierrez, and Marcus Oakley were Ups for download as summer screen savers for Mobile or Desktop.
Experiential
We brought summer to the streets of Hollywood and the Santa Monica Pier with a fun, larger than life, photo op. Everyone who came by was hooked up with limited edition Summer Up sunnies, encouraging them to use #SummerUp when posting photos.
Credits
Agency: 72andSunny
CCO: John Boiler
CD: Jan Livingston, Bekah Sirrine, Storm Tharp
Art Director/Designer: Lori McMichael
CW: Alex Spott, Ray Connolly,
Designer: Andy Lam
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Verdúu Perfumes
Spectrum Boutique
Spectrum Journal
YouTube
Olly
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We the Urban
Autograph Hotels
Samsung Gallaxy S II
Gatorade
James Allen Jewelry
Core Water
K-Swiss Shoes
Samsung Galaxy Note