Target Racing

We couldn't make Target's racing teams any faster, but we could definitely help them look better.

Objective

Breaking free from the traditional agency approach, Target asked us to re-brand their NASCAR and IRL team.

Approach

Considering the preceding several years of creative to be too polished and overly conceptual, we pushed for a creative direction that reflected the energy and drama of racing. The result was a refreshingly dynamic aesthetic that was a strong marriage of the Target brand and the energy of racing with a dose of masculinity. Using this direction, we created broadcast spots, collateral, POP signage for in-store, interactive content, and our favorite, semi-truck wrappers.

Results

Scott Dixon won the Indy 500. It may not have been entirely because of our rebrand, but we did make the Target team look awesome while they brought home the glory.