Target: THE EVERYDAY COLLECTION TWEET-TO-RUNWAY LIVE EVENT

Credits & Description:

Advertiser: TARGET
Agency: MONO
Category: Viral Marketing
Editor: Alan Chimenti (Tool Of North America)
Executive Producer: Dustin Callif (Tool Of North America)
Head Of Production: Amy Delossa (Tool Of North America)
Director: Jason Zada (Tool Of North America)
Executive Producer: Brian Latt (Tool Of North America)
Digital Producer: Jon Derovan (Tool Of North America)
Assistant Editor: Rob Swain (Tool Of North America)
Producer: Steven Steiner (Tool Of North America)
Digital Producer: Simi Dhillon (Tool Of North America)
Editor: Lee Gardener (Tool Of North America)
Executive Producer: Oliver Fuselier (Tool Of North America)
Music Composer: Alex Goose (Tool Of North America)
Head Of Digital Production: Joy Kuraitis (Tool Of North America)
Director Of Photography: Ketil Dietrichson (Tool Of North America)
Brief Explanation
Moms love Target for its exclusive designer categories. To amplify its grocery business, we needed moms to consider their everyday products too. Our solution? Reinvent a category as stale as week-old bread.“The Everyday Collection” showcases groceries as only Target can – through the fabulous and amusingly self-aware lens of high fashion. To introduce the campaign, we turned mom’s social media addiction into her fifteen seconds of fame in the first-ever live runway show inspired by everyday Tweets.Two-hour live show. Ten models performing 250+ Tweets ranging from poignant thoughts on toilet paper to a simple desire for a donut.