Target returns to TV. AJF Partnership has created the retailer’s first brand campaign in Australia in seven years. And it very decisively and very amusingly establishes Target as the go-to place for everyday needs.
With a series of humorous and real everyday moments, such as looking everywhere for a bra that you are actually wearing and being overfed by your mum.
“We want to build on Target’s iconic history and get back to what Target has always been famous for, affordable quality for everyday life. Quality that lasts longer, performs better and doesn’t cost the earth. Quality families can trust,” stated Target general manager of marketing, Jamima White.
“At Target, we are firmly looking to the future and the growth in online shopping allows us to reach more people across Australia than ever before. We are so excited to bring this innovative campaign to life with a fully integrated, omni-channel media program across owned and paid channels.”
AJF Partnership chief creative officer, Joshua Stephens, commented, “Target is a brand that was built on understanding real Aussie families and how they live. This campaign doesn’t shy away from proving Target products stand up to the test of real life — including things like 3am wake-ups and tantrums in all their wonderful, messy glory.”
The campaign. Life Tested, launches on Sunday February 13, with seven real life scenarios:
The campaign will run across Australia on TV, OOH, social, online video and instore. Supporting the above-the-line activity, Target’s Life Tested campaign will also be embraced by team members who are testing Target products along with an online community also invited to test and share their experience with Target products.
Credits
Client: Target
General Manager of Marketing: Jamima White
Head of Brand and Marketing: Nicole Gillard
Head of Creative: Nunzio Miano
Senior Marketing Manager, Brand and Communications: Laurelle Esse
Brand and Marketing Communications Manager: Hannah Summerill
Creative Agency: AJF
Executive Creative Director: Joshua Stephens
Creative Director: George Freckleton
Account Director: Sarah Naumoski
Art Director: Jess Van De Vlierd
Copywriters: Carly Dallwitz & Mel Stevens
Chief Strategy Officer: Pieter-Paul von Weiler
Client Partner: Emily Pockley
Senior Strategist: Elyse Scott
Senior Producer: Liesel Haug
Account Manager: Samuel Simpson
Media: OMD
Production: Finch
Director: Alex Roberts
Producer: Kate Menzies
DOP: Matt Toll
Post Production: The Editors
Music Composition: Stephen Rae
Sound: Sam Hopgood @ Bang Bang
