Helped Target sell $20B by making the holidays more inclusive.
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.
Holiday Soundtrack
We commissioned Sam Smith to reimagine I Feel Love by Donna Summer as an inclusive holiday soundtrack. The track rose to #1 on the UK charts.
Product :15s
Agency: Mother New York
Role: Creative Direction/Art
Director: Dave Meyers
Production: Radical Media
Post: The Mill