Helped sell $20B for Target by reimagining
what an inclusive holiday classic song could be.
Story↴
Target's Thinking Of You holiday campaign celebrated much more than gifts and decor. It was about welcoming everyone to celebrate the season in their own special way.
The campaign was set to an anthem developed with Grammy Winning queer musician, Sam Smith. His reimagining of I Feel Love by Donna Summer not only turned ads into highly-sharable music videos, but became a certified hit, rising to #1 on the UK charts for 4 weeks in a row.
As a result, Thinking Of You helped Target reach $20+ Billion in sales. (Yes, Billion.) With 26 commercials. 23 shoot days. A cast of 140 people and 14 dogs.
The Track
Film Grabs
Agency: Mother New York
Director: Dave Meyers
Production: Radical Media
Post: The Mill