Target had been losing market share to it's low-price competitors, and distinguishing themselves from low price competitors was more needed than ever. To do this, we doubled down on quality and confidence. Ads about low-prices now focused on pure cotton and real merino. Images of big smiles were swapped for striking poses.

Team:
Art Direction: Sally Fiddes & Lara Smith
Copywriter: Sarah Brighton
Creative Director: Ant Simmons