Target Holiday Wonderpacks
Armed with the insight that our guests value experiences over things, my copywriter (Jesse) and I led the campaign for the idea of Wonderpacks. A Wonderpack is a limited time collection of product curations that make it easy to create new, memorable experiences in a way only Target could offer. It's unlike other bundled packages in that these would be truly complete, unique and easy out-of-the-box experiences aimed at families with kids, stylish DINKS and practical gifters.
We strategically approached the announcement of this new product by teasing, telling and then selling this idea to our guests. To kick things off we partnered with Improv Everywhere to create a stunt called "The Light Switch". It was based on the idea of an oversized, branded switch centrally located in a high foot traffic area. A simple sign next to it states “flip on for wonder” to make it irresistible to interact with and entice passers-by. What seems like an ordinary night in the park turns into an instant holiday light bonanza when people flip the switch. Below is the video.
In our selling moments, Jesse and I storyboarded out the idea of a fantastical factory where all these boxes would be "born" and then filled with metaphorical and literal product. The purpose of this video would be to tease a little and to get people excited but also explain this new product, called a Wonderpack. Other socially based creative moments utilized the 12 cinemagraphs (a still photo with one or two moving elements) below of a first person POV, enjoying the wonderpack. We also worked with Facebook directly to become one of the first brands to use a new ad unit called "immersive canvas". It's really a mini site which allows people to explore through carousels, videos and interactive elements.
I designed the wonderpack box to be gift ready. It's shipped double boxed so the patterned white box does not get dirty upon arrival. There's also a custom insert to inspire more ideas to have with that particular experience and a sticker to seal it up again if you would like to gift it.
The Wonderpacks Factory video to tease and explain what a wonderpack is.
CD- Travis Robertson
ACD - Jon Baugh
AD/Designer - Myself
CW - Jesse Gadola
FlavorTV - World of Wonderpacks Factory animation production
EGG - music design for cinemagraphs
BlueOx Studio - Jimmy Eagle // photographer
*Special thanks to Ryan Hanson and Josh Lane for guidance on motion art direction as well as Jake Gardner on the Target.com creative