Target - Still 100% Happy with new Campaign

RETAILER Target has launched the latest instalment in its “100% Happy” campaign, moving further away from the iconic animated target ads of old.

The first Target Relaunch was a huge street casting exercise cast over a couple of weeks. It involved trawling the streets - street casting to find a great combination of interesting, real people as well as booking numerous agency models and talent.

Prospective talent were rounded up and cast over a 3 day period casting about 400 in total - children, teens and adults. The final selection came down to about 120 people in total.

The new campaign saw the construction of a “Little Big Day Out” pop concert for 10 year-olds. In addition, 15 individual pieces of Target sculptures and artwork were created to help produce a gallery scenario in the TVC. The new Hot Options teen clothing range was presented against an urban streetscape.

It was a huge job and became an ongoing project of LDC casting for the next two years for Target.