Target celebrates design, iconic bag in new national brand campaign
Target customers and the company’s iconic red shopping bag take center stage in its new branding campaign.
Target’s “Inside Out” campaign explores the people, products and possibilities that come together through a Target shopping run. Stylish vignettes pair products with distinct personalities and everyday moments, showing how design helps guests express themselves, create meaningful experiences and find joy in the everyday, the company said.
Soundtracked by singer Raye’s "Joy," the campaign is rolling out in phases, building into a national campaign spanning television, streaming, digital, social and audio. It features two :30 anthem spots and multiple :15 executions running across broadcast, streaming, radio, digital and social through Oct. 31. (Watch one of the spots here.)
Beyond advertising, the campaign will extend through creator partnerships, guest activations and experiential moments. The experiences include “bagspotting,” which will take place in early October in Boston and Chicago. Locals carrying Target bags will be surprised with fun, man-on-the-street challenges and opportunities to receive surprise gift cards.
In other experiences, “red bag stories” will feature creators showcasing what’s inside their Target bag.
"Together, these experiences invite guests into the campaign and make the red bag, and the stories it carries, their own,” the retailer stated.
Also, and for a limited time, Target will give reusable bags to customers across five cities and two college campuses,
"Great design has always been about more than the products on our shelves,” said VP of creative Scott Swartz. "It's about how Target fits into our guests' lives and helps them express who they are. With Inside Out, we're putting guests at the center and using something as familiar as the Target bag to tell those stories with more wit, playfulness and an openness to the unexpected.”
[READ MORE: Target celebrates style, design with immersive ‘pop-art playzone’ in NYC]
The story behind the new campaign was on display earlier this month through "Target by Design," a two-day immersive presentation at New York City’s New Museum during New York Fashion Week. The experience celebrated more than 60 years of Target design across three distinct rooms.
