Target has launched its Chrismas campaign via AJF, dramatising the reality that the festive season is often a lot of hard work for parents.
In the campaign, a mum and dad traverse epic landscapes and travel to whimsical places in search of the best tree, decorations and gifts. Their effort and determination are sweet – but evidently, it’s exhausting.
It’s only at the end of their journey that they discover everything they could ever need for the perfect Christmas in one place – Target.
“With the great work Target has done in making the quality of our products and shopping experience both online and in-store better, naturally we wanted families all over the country to look at Target as the better destination for all things Christmas," Target general manager of marketing Mark Verbrugge says.
“This campaign celebrates the breadth and quality of our offering which ultimately helps to create memorable and meaningful moments for our customers and their families.”
AJF executive creative director Josh Stephens says the campaign highlights how hard parents work to make Christmas special for their families.
"This campaign is all about acknowledging the exhausting lengths we go to, but also highlighting how Target can make it so much easier to find all the special things we need," Stephens says.
“Target has really stepped up the quality and style of their Christmas collection, and we wanted to deliver that message with a knowing smile."
Credits
Client – Target
• General Manager, Marketing: Mark Verbrugge
• Head of Brand Communication and Customer Experience: Nicole Gillard
• Head of Creative: Nunzio Miano
• Snr. Marketing Manager Brand & Communications: Laurelle Esse
• Marketing Specialist: Hannah Summerill
Agency – AJF Partnership
• Executive Creative Director: Josh Stephens
• Head of Strategy: Pieter-Paul Von Weiler
• Group Account Director: Emily Pockley
• Creative Director: George Freckleton
• Copywriter: Carly Dallwitz
• Art Director: Jess van der Vlierd
• Senior Account Manager: Lucy Bell
• Senior Producer: Liesel Haug
• Planner: Hayley Read
Production
• Production company: Sweetshop
• Director: Joel Harmsworth
• Producer: Niko Aulich
• Executive Producer: Greg Fyson
• Managing Director: Edward Pontifex
• Offline / Grade / Online: Arc Edit
• Editor: Graeme Pereira
• Music Studio: Rumble Studios
• Composer: Adam Moses
• Music Executive Producer: Michael Gie
• Sound: Final Sound
Media – OMD
• Business Director: Mandie Gilchrist
• Account Manager: Andy Mitchell
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