TARGET

BRIEF

As 2016 continued to shape up to be a not-so-good year, how could we go out in the world and lighten the mood in a "poptimistic" way? 

RESPONSE

In a world where we use GIFs to express how we're feeling one moment and a snapchat filter the next, we created a visual and actual language that is a reflection of how we consume media in our always-connected lives. In short, through surprising bursts of color and meme-like moments, #vibes became our FW16 campaign idea. It was fun, light-hearted and had the quick, looping feel that our consumer is used to seeing and playing with every day. Our clients and some journalists thought the idea was clever.

We launched the whole campaign with an anthemic :60 spot. And we followed with smaller :15 spots that ran during primetime events - such as the Emmy's - and through digital pre-roll.

And we reached out to our ever-growing Hispanic market with a message and assortment aimed at them.

To launch the campaign, we reached out to our network of influencers and cast from broadcast to help us #VibeItForward. It was one day where we flooded Instagram with good style #vibes and created a chain reaction by asking each person to tag a friend over the course of the day.