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It all started in 1999 when PMH creative
director Dave Peterson (who steered
creative throughout the
partnership) decided to make
the brand’s bull’s-eye logo the
heart of an unabashedly
playful campaign with a
distinctive design sensibility. The
red and white circles even made their way
onto one of the brand’s most memorable
representatives, the Target Dog.
Target and PMH’s campaigns have been known to turn the
average household object, from Cheerios to Windex, into
gorgeous works of art.
HOOKS: A LOOK BACK
The work was no less dazzling
when Target teamed with pop-culture icons like Sean White and
Christina Aguilera—the latter
appeared in this poppy comic-strip
NewYorker PETERSON MILLA
This week, Peterson Milla Hooks, Minneapolis, unveiled its
final spot for Target—a fun, Bond-like thriller that shows off
the brand’s latest collaboration with Italian fashion house
Missoni. The partnership between the agency and retailer
ended in May of this year, but no doubt was
indispensable in cementing Target’s status as a
design icon. Here, we take a look back at
some of the most memorable work
produced during the decade-
Target’s patronage of great design has also led to
collaborations with some of the biggest names in fashion,
including Alexander McQueen, Isaac Mizrahi, Proenza
Schouler, Liberty of London and, most recently, Missoni.
Some of the partnerships led to more memorable eye
candy, including a floral turn (for Liberty of London ) and
the agency’s swan song for Target, showcasing chevron-stitched styles from Missoni.
In August of 2005, for the first
time in its 80-year history, The
New Yorker was sponsored by a
single advertiser, Target.
Imaginably, this could have been a
dizzying disaster of concentric-circle overkill. But under the
creative guidance of PMH, the
collaboration ultimately produced
a collectors-worthy edition, strewn
with red-and-white-tinged works
of art by 21 of the world’s finest
illustrators, including Yuko
Shimizu and James Jean, whose
pieces are featured here, as well as
Ruben Toledo, Andre Dubois Me
Company and others.
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