To launch Jason Wu for Target, the latest in the brand's design partnerships, Wieden + Kennedy NY highlights the theme of "mischief." A fun, playful little spot introduces Milu, a black animated cat that lives inside Wu's studio and acts as the inspiration for his collection at Target. Milu is representative of Wu's creative spirit and the little sprinkle of mischief he will add to his collection. Director is Ellen Kuras at Park Picture and animation is by Mark Gustafson at LAIKA/house.
The campaign includes print, digital and OOH elements that will all be centered around a similar theme. Already, billboards and posters have gone up around New York featuring Milu.
Wieden + Kennedy, Target's longtime agency, splitwith the retailer earlier this month. Come May, Wieden's swan song for Target will be revealed, promoting the retailer's "The Shops at Target" initiative.