TARGET’S KLOSS FACTOR: When the project is Target + Neiman Marcus, a limited-edition holiday collection created by 24 Council of Fashion Designers of America designers, the hyperbole is bound to fly. “Our goal is to match the unprecedented nature of the collaboration and incredible product being produced to a campaign supporting it,” said a Target spokesman.
The two retailers enlisted Spring of London, one of Target’s new ad shops, to create the ads. “It engages consumers and makes them want to see more,” the spokesman said, adding, “The campaign is designed to drive excitement, fuel buzz and curiosity around the Dec. 1 launch. It’s very comprehensive and robust and will include all mediums with unique elements specially designed for online, print, out of home, TV and social media.”
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This story first appeared in the July 30, 2012 issue of WWD. Subscribe Today.
Target hired Quentin Jones, an illustrator, filmmaker and animator who’s created films for Chanel, to work on the Target + Neiman Marcus campaign. Its face is Karlie Kloss, an unusual move for Target, which doesn’t tend to go with well-known models in its ads. According to sources on the set, Kloss was in a baking mode, making cookies for everyone the first day and two key lime pies on the last — her mom made one — using grandma Kloss’ famous recipe. Kloss, for the campaign, was required to do a lot of movement. “Her background and familiarity with movement and dance are perfect,” a source said.
Craig McDean shot the print ads and filmed the TV commercials, Alex White styled the campaign and Orlando Pita was responsible for the hair.
The Target spokesman declined to estimate the investment in advertising, saying, “What’s most important is the talent we’re putting behind this campaign.”