Target struts its style with attention-getting 20-page ad campaign

Minneapolis -- Target Corp. is reaching out to fashionistas with a splashly — and digital-savvy — insert in the most important issue of the world’s most influential fashion magazine.



The retailer has put a 20-page insert in Vogue’s always highly anticipated September issue. The insert pays homage to the history of fashion, with Target apparel, accessories, home goods, grocery essentials and other goods shown in photos inspired by historic, high-fashion shots unearthed from Vogue's archives. The original images have been redone in unpredictable and humorous ways featuring Target products and contemporary models. But that’s not all. The photos have also received a digital update in that they use new image-recognition from Shazam.



Using the Shazam app, customers can point their phone’s camera at any of the pages in the ad campaign and find a digital experience that allows them to compare the archival images with the reimagined ones, find behind-the-scenes stories, gifs, cinemagraphs and even purchase a few of the items.



“Style is an incredibly important part of the Target brand, and there’s no bigger style moment than fall, and no bigger style statement than the September issue,” said Todd Waterbury, chief creative officer, Target. "For this cultural moment, we set out to develop an idea that was not only unique to the Target brand but something that could only be done in Vogue."



Target and Vogue joined together to make the issue available early, so that it arrives exclusively in all Target stores on Aug. 13.

To see a video about the campaign, click here.