It’s meant to be a time of relaxation and celebration, but for many parents, the festive season is a lot of hard work. That’s the idea behind Target’s new Christmas campaign, created by AJF Partnership.
“Parents put so much hard work into making Christmas special for their families,” said Josh Stephens, executive creative director at AJF. “This campaign is all about acknowledging the exhausting lengths we go to, but also highlighting how Target can make it so much easier to find all the special things we need.”
A mom and dad traverse rugged landscapes and travel to far off lands in search of the best tree, decorations, and gifts. Their effort and determination are sweet – but evidently, it’s exhausting.
Only at the end of their journey do they discover that everything they need for the perfect Christmas is in one place – Target. Of course.
“With the great work Target has done in making the quality of our products and shopping experience both online and in-store better, naturally we wanted families all over the country to look at Target as the better destination for all things Christmas,” said Target general manager of marketing, Mark Verbrugge.
“This campaign celebrates the breadth and quality of our offering which ultimately helps to create memorable and meaningful moments for our customers and their families,” said Verbrugge.
“Target has really stepped up the quality and style of their Christmas collection, and we wanted to deliver that message with a knowing smile.”
General Manager, Marketing: Mark Verbrugge
Head of Brand Communication and Customer Experience: Nicole Gillard
Head of Creative: Nunzio Miano
Snr. Marketing Manager Brand & Communications: Laurelle Esse
Marketing Specialist: Hannah Summerill
Agency: AJF Partnership
Executive Creative Director: Josh Stephens
Head of Strategy: Pieter-Paul Von Weiler
Group Account Director: Emily Pockley
Creative Director: George Freckleton
Copywriter: Carly Dallwitz
Art Director: Jess van der Vlierd
Senior Account Manager: Lucy Bell
Senior Producer: Liesel Haug
Planner: Hayley Read
Production Company: Sweetshop
Director: Joel Harmsworth
Producer: Niko Aulich
Executive Producer: Greg Fyson
Managing Director: Edward Pontifex
Offline / Grade / Online: ARC EDIT
Editor: Graeme Pereira
Music Studio: Rumble Studios
Composer: Adam Moses
Music Executive Producer: Michael Gie
Sound: Final Sound
Media – OMD
Business Director: Mandie Gilchrist
Account Manager: Andy Mitchell
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