Mega-retailer Target has a legacy of incorporating mundane household products into design-driven tableaux. Minneapolis agency Mono put a humorous twist on that idea by making the products the heroes in a series of high-fashion vignettes. Directed by veteran fashion photographer Matthew Donaldson of Whitelabel Production, the cheeky campaign promoted the brand's "Everyday Collection," a clever packaging idea for the retailer's most basic of products, from packs of meat to baby wipes. A cowgirl rules when she cleans up her baby's bum with wipes; a matador flourishes a cape at flying meat; a pregnant woman puts her crazy cravings to bed after tearing through Ruffles, pickles and a jar of prenatal vitamins. An accompanying grocery circular, as well as an online push that invited users to "Tweet to Runway" brought fashion sense to the entire package.
Small Agency Awards
Small Agency Campaign of the Year, Silver: Mono's 'Everyday Collection' for Target
Effort Puts High-Fashion Twist on Mundane Products