Creativity

Target: The Everyday Collection -- Matador

Meat gets a face-lift.

Published on Jan 07, 2013

Editor's Pick

If purses, shoes and scarves can get the high-fashion, high-gloss treatment, why can't more prosaic items like meat, pre-natal vitamins, laundry items or baking supplies? Mono and Target expand the focus on the retailer's grocery items in a new campaign that is super fun to watch, with a design-minded treatment that gives the banal items some oomph and visual interest. Even the campaign's name, "The Everyday Collection," pokes some fun at the retailer's former collaborations with designers like Marc Jacobs and Alice + Olivia, and shows that everyday doesn't have to mean boring.

It reminds us a bit of this gorgeously shot Lurpak ad from the U.K., which made vegetables look more glorious than they ever have before.

According to the Associated Press, the campaign will include eight TV spots of the sort seen here as well as radio, short films and print components. See four of the spots on the right.

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About

Credits

Date
Jan 07, 2013
Agency:
mono
Client:
Target
Prod. Co.:
aWHITELABEL product
Director:
Matthew Donaldson

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