The ‘Target Tested’ platform has been re-born in a ‘Life Tested’ campaign via AJF

11 February 2022

Creative Agency: AJF Partnership
Media Agency: OMD

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Fully integrated, omni-channel media program across owned and paid channels.

Target celebrates a return to real quality with a newly launched masterbrand campaign, created by AJF Partnership.

For generations, Target has been a staple in Australian households, delivering affordable quality for everyday life and the new campaign reminds families they can rely on Target to make quality accessible for all.

The campaign encapsulates the spirit of Target through the eyes of those who love it most, Australian families.

In a series of honest and relatable stories, the quality of Target products is put to the test, demonstrating Target’s understanding of how families live and, when it comes to quality, what’s important to them.

“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” said 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."

Chief Creative Officer, Joshua Stephens: “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.”

‘Life Tested’ is Target’s first brand campaign in seven years.

The campaign will launch Sunday, February 13, running 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.

Campaign assets


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
Chief Strategy Officer: Pieter-Paul von Weiler
Client Partner: Emily Pockley
Creative Director: George Freckleton
Account Director: Sarah Naumoski
Art Director: Jess Van De Vlierd

Senior Copywriter, Melanie Stevens

Copywriter, Carly Dallwitz

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

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