When Target launched it's first 200 stores in Canada, the brand needed to make a few friends. As the lead Art Director on the Canada social team, I came up with the idea to create vintage travel poster inspired artwork showing bullseye the dog traveling across the country. The posts were strategically leaked throughout the day starting with a tight crop and the post "Hi Neighbor! Bullseye is out on the open road helping celebrate our Canadian store openings. Keep checking in and see if you can spot where he is next". This invited the audience to participate in a guessing game based on the landmarks revealed in the illustrations. At the end of the day the location was revealed with a message stating how excited Target was to be their new neighbor.

Recognition:

2014 : Clio Short List
2014 : Graphis / Gold
2014 : National Addy / Silver
2014 : The Show / Adfed / 1 Gold, 1 Silver, 3 Bronze
2013 : How Regional Design Annual




Winnipeg:




Saskatoon:




Edmonton:




Calgary:





Vancouver:




Ottawa:




Quebec City:




Halifax:




Charlottetown:




Fredericton:




St. John's Newfoundland:





Credits:

Sr CD: Ruth Balbach
CD: Steve Chirhart
Sr. AD: Allan Peters
Sr. CW: Sage Rider
Illustrator: Lab Partners