Target, in partnership with TOMS, was launching a design partnership collection for young millennial families.

Target is the second-largest discount retailer in the U.S. and known for making quality design affordable and accessible.

TOMS matches every product purchased with charitable donations through its one-for-one model.

TOMS and Target are both also known for a commitment to giving back. This holiday season, they came together to create a specialty gift collection and campaign to donate meals, blankets, and shoes for every purchase. The budget for a launch idea to drive awareness and excitement for the partnership was $700K.

We sought to represent the TOMS + Target partnership with a symbol of sharing during the holidays.

To design the Together Sweater we researched elements of seasonal sweater design and studied brand icons, holiday shapes, fabric colors and textures. We visited designer studios, knitwear makers and manufacturing warehouses to inform its production, which took place in New York's garment district.

The final design integrated the Target and TOMS brand icons with classic holiday shapes, had a multi-person (and multi-dog) fit, and was crafted of Italian wool for a fashionable, high-quality sweater that felt like a holiday treasure to cherish.

Our message multiplied as recipients shared 2, 4, 6, 8 and 10-headed Together Sweaters and posted images across social media. In addition, major talk shows and news outlets spread the message further, resulting in over 263 million social and PR impressions and over 1M “likes,” creating a contagious cultural moment around the partnership.

#TogetherSweater became one of the most exciting hashtags to follow as celebrities and influencers from pop-stars to broadway royalty to actors and actresses (and their pets) flooded social media. It ignited conversations and holiday spirit for the partnership and collection.