"Target is taking a fresh approach to promoting its latest design partnership, shifting away from studio-shot imagery and embracing social-first marketing, sister publication Marketing Dive can exclusively share. The collaboration with heritage brand Woolrich comes to life with content that was filmed in New York City, following style influencer Lauren Wolfe and " Daylight " singer-songwriter David Kushner as they explore different neighborhoods and creative pursuits."
"The concept transposes Woolrich's focus on the outdoors - the brand, which is nearly two centuries old, lays claim to being "The Original Outdoor Clothing Company" - to an urban environment while giving Target a chance to experiment more with lifestyle-oriented visuals. "Adventure Is Wherever You Are," which launches Tuesday and runs through Oct. 30, will appear on broadcast TV, social, out-of-home and audio channels like Spotify, and lands as consumers prepare for the holiday shopping rush."
"Despite the mix of traditional and digital channels, Target is emphasizing its social-first approach - the larger campaign and social content are directly integrated, a first for the retailer's design collaborations - and how Wolfe and Kushner lead the storytelling. In one of Kushner's videos, for instance, the musician wanders into a subway car that is covered in wildlife as a David Attenborough-like narrator recounts his discovery of Woolrich x Target buffalo check flannels."
Target is promoting a Woolrich design collaboration through social-first, on-location lifestyle content filmed across New York City. The campaign follows style influencer Lauren Wolfe and singer-songwriter David Kushner as they explore neighborhoods and creative pursuits, translating Woolrich’s outdoor heritage into urban settings. Titled "Adventure Is Wherever You Are," the campaign runs through Oct. 30 across broadcast TV, social, out-of-home, and audio channels including Spotify. The larger campaign directly integrates social content, uses social-led talent, mockumentary elements and real-world storytelling, and shifts away from studio-shot imagery ahead of the holiday shopping season.
Read at Retail Dive
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