Target on Thursday rolled out an integrated advertising campaign to introduce a limited-edition collection created with TOMS Shoes LLC for the 2014 holiday season.
The TOMS for Target line comprises more than 50 items priced at less than $50 each that includes home goods, apparel and accessories, and footwear. The collaboration is an extension of TOMS’ One for One giving model; for every item purchased, Target donates one week of meals, a blanket or a pair of shoes to a person in need.
The campaign, developed by Chandelier Creative, includes broadcast, digital look books, digital ads and online video, social, experiential and PR. It features an animated video for TV that features a character inspired by TOMS founder Blake Mycoskie, who plants the seed of a "Giving Tree."
Creative Director: Richard Christiansen
Creative Director: Lena Kuffner
Art Director: Michael Scanlon
Account Director: Alanna Lynch
Producer: Rob Marmor
Animation House: Psyop