Small Agency Campaign of the Year, Silver: Mono's 'Everyday Collection' for Target

Effort Puts High-Fashion Twist on Mundane Products

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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.

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