‘Target All The Way’ for Christmas via AJF Partnership

23 October 2023

Creative Agency: AJF Partnership
Media Agency: OMD

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Reworked ‘Jingle Bells’ into an integrated campaign.

Target’s Christmas campaign, via AJF Partnership, this year reinforces the retailer as the number one destination for everything needed to create a perfect Christmas.

At a time when everyone is in need of some seasonal joy, Target has reworked Jingle Bells into an integrated campaign that is unapologetically upbeat and full of Christmas spirit.

Jamima White, GM of marketing at Target, said the Target brand has always been synonymous with making Christmas easier.

"This year we know and understand that Australian families are facing more pressures than ever before," she said.

"With ‘Target All The Way’ we want to remind all Australians that we can be their first destination for great gifts for the whole family and for everything you need to create your perfect Christmas, whatever that may look like.”

Scott Walker, ECD at AJF, said each year, the Target Christmas campaign gives the agency the opportunity to create iconic work that can touch all Australians.

“Christmas is a time for celebrating and bringing everyone together and with ‘Target All The Way’ we feel we have created something that will not only put a smile on people’s faces, but will help position Target as the key partner for families for everything they need this festive season," he said.

The fully integrated campaign launches in Australia this week coming to life across all of Target’s owned platforms, as well as free to air and connected TV, out of home, radio, digital, social, online and PR.



Client: Target

GM of Marketing: Jamima White

Head of Brand & Marketing: Corrina Brazel

Marketing Manager: Laura Stapleton


Creative Agency: AJF Partnership


Media Agency: OMD


Production Company: Scoundrel

Director: Lucy Knox

Producer: Morgan Benson-Taylor

Photographer: Thom Rigney

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