Heading out of the global financial crises, research showed that Target’s core consumers, women aged 22 - 54, were in serious need of cheering up, and Target felt that a bit of colour wouldn't go amiss. Target’s new summer range was showcased with an integrated campaign across television, cinema, outdoor, out of home and online, bringing the campaign line ‘Every colour you can dream of’ to life.

Executing the campaign using a stop frame animation technique enabled us to showcase the new summer range in an unexpected and entertaining way. This engaging technique gave the campaign its own unique look and feel, which helped the work stand out in a sea of retail sameness. Each individual medium utilised key elements from the TV campaign to showcase the colourful range and drive people to the webpage. Once at the site visitors were encouraged to have fun exploring Target’s new colourful range.

Eye-dropper tools allowed you to select a colour, from anywhere on the page, and instantly match it with new products of the same hue.

The result was an uplifting and inspiring campaign that encouraged people to put a little colour back into their lives. Sales and spirits were lifted, with ROI estimated at a staggering 445%.