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Target
The Holiday Odyssey

RAN IN: United States

CLIENT
Target

AGENCY
72andSunny *Lead Agency

Kelly Schoeffel, Co-head of Strategy
Stephanie Charlebois, Director of Communications Strategy
Bryan Rowles, Executive Creative Director/Partner
Sara Rose, Group Creative Director
Garrett Jones, Creative Director
Adam Szajgin, Creative Director
Justin Wright, Creative Director
Anna Kaplan, Brand Director
Katherine Zeng, Senior Strategist
Judson Whigham, Group Brand Director


Haworth Marketing + Media


SUMMARY

In 2015, Target faced an uphill battle to break through the cluttered, deal-crazed Holiday marketing madness. So we took a big bet on emotional storytelling as a way to earn shoppers' attention and dollars. The Holiday Odyssey was an original adventure story that unfolded over eight weeks, inspired by the seasonal journey of families. It performed better than any campaign in Target Holiday history, beating all competitors, and delivered strong sales proving that creativity can be good for the business.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CINEMA;DIRECT;Email;Mail;ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);PR;PRINT;Custom Publication;RADIO;Spots (Radio);RETAIL EXPERIENCE;In-store Merchandizing;In-Store Video/Kiosk;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Product Placement;Sponsorship (TV);Spots (TV)

Audience: Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: Regional;National;Non-English

Language: English