#SummerUp
Target
For this Summer campaign, Target is all about getting people to #SummerUp—making this the best summer ever.
We wanted to give moms inspiration and ideas all summer long through our broadcast, cinema, experiential, and social channels.
Films
#SummerUp Free Song Download
Guests can download the original 'Ula Ula' song for free on their mobile phones.
Our film even got the attention from Oprah!
Experiential
We brought summer to the streets of Hollywood and the Santa Monica Pier with a fun, larger than life, photo op using props from broadcast. Everyone who came by was hooked up with limited edition Summer Up sunnies, encouraging them to use #SummerUp
when posting photos.
Summer Up Facebook Art
We worked with 5 different artists (Ashkahn, Brosmind, Gilles and Cecilie, Luci Gutierrez, and Marcus Oakley) who brought #SummerUp to life through Facebook cover art that could also be downloaded as mobile and desktop backgrounds.
Summer Up App
We prototyped a Summer Up app where people can get access to exclusive summer content from Target, such as style tips,
drink recipes, summer playlists, or grilling tips from celebrity chefs.
SummerUp-ness was sprinkled through inspiration blogs, Vine, Instagram and Pinterest.
Summer Up Digital Delights
Finally, we also made some fun micro sites to #SummerUp even more online.
Corgi Beach Party
See how many corgis you can stack on the island before they fall over.
Internet Lemonade
Relax and rejuvenate anywhere, anytime and watch as a glass of ice cold lemonade slowly rotates
while you change the background to suit your feelings.
Internet Popsicle
Use your virtual tongue to lick an internet ice popsicle.
Our internet popsicle is unlimited, encouraging all to take a break to try this calorie free virtual treat.
Awards & Recognition
2014 Bronze Retail Effie Winner / Adweek Top Ads of Summer 2013
Mashies Best Use of Vine Runner Up / Oprah loves our film