Target has been a longtime partner of Chandelier, collaborating on multiple campaigns that spanned across multiple mediums: digital, innovative social, print and experiential. Chandelier has concepted and executed multiple projects from their spring launch collaboration with Lilly Pulitzer, an accompanying campaign and activation for their Hunter collaboration, and a groundbreaking celebration of their 20 historic years of design partnerships.
We created campaigns that matched the grandiosity and ambition of Target.
We’ve been proud to partner with Target on many of its most fashion-forward campaigns, but never been more proud than creating this tribute to 20 years of trend-setting style.
In 1999, Target partnered with renowned architect Michael Graves to design a toaster… and changed the landscape of retail forever. In the 20 years since, they’ve brought Mizrahi, Missoni, McQueen, and Marimekko to the masses, and made fashion affordable for everyone. To mark its milestone anniversary, Target reissued designs from 20 of its most-iconic designers, and wanted to launch with an epic showcase. Chandelier created the ultimate campaign, telling the story through archival images and interviews with visionaries and their superfans, all captured in a limited-edition book anyone can own (even if you weren’t able to snag that sold-out Proenza Schouler jacket you wanted).
For its designer collaboration with ’60s fashion-icon Lilly Pulitzer, Target wanted to be the life of the party, like Lilly herself. So we brought the party to life, with a 3-D immersive digital experience, interactive lookbook, expanded product range, and digital video featuring celebs and noted influencers. Our audacious campaign made a big splash, with 911 million impressions online and 3.5 billion social-media impressions overall. On launch day, #LillyforTarget went from trendy to trending, as the 3rd most-popular topic on Twitter. (And 90% of the product sold out in 24 hours, crashing Target’s website.) We’d call that a bullseye.
For their collaboration between Hunter Boots, Target asked for something big and bold. Merging the hero qualities of each brand, we dreamed up the ultimate family festival. Enlisting performers like Charli XCX and Charlie Puth among others, the festival boasted a forecast of fun and had “weather games” that put Hunter’s iconic boots to the test. Is there a better way to come together than during a sunset dance party amid a shower of sparklers? The epic content of the dreamy day was captured for the campaign by Ryan McGinley and his team of talents, and turned around for same day release. 500 million media impressions and the digital video outperformed all Target benchmarks for 2018. You can’t tell us magic doesn’t exist.
Target and TOMS collaborated for a holiday campaign that synched both brands' core values-great design that's accesible to everyone with a commitment to giving back.
Chandelier created a spot highlighting the geneoristy of the holidays with the partnership's beautifully designed products and do good warmth and shoes to those in need.