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Special Project

Special Project
From the 8th Annual Shorty Awards


Finalist in Physical & Digital


Based on guest insights, people value experiences over things. Our task was to define Target's point of view and develop a series of unique experiences, each made up of a collection of products.

Strategy and Execution

Based on the insight that people value experiences over things, we developed Wonderpacks, the first-ever collection of fun activities everyone can enjoy. A series of 12 Wonderpacks were created. Inside each was everything you need to pull off a fun experience. Experiences included Moonlight Hill Hoppin', Disco Bath Time, Couch Camping, Mistledrone Mischief, Backseat Boredom Blaster and more. We developed a multi-channel campaign that all started with a teaser event in partnership with Improv Everywhere. We brought an epic Wonderpack experience to life through a giant light switch, activating a mega holiday light show in NYC. For the launch, we developed a teaser video introducing the Wonderpack Factory that explained the magic behind a Wonderpack. We also created a first-ever Facebook Canvas Ad that gave guests the chance to discover the collection and shop. A series of additional content for Facebook, Twitter and Instagram were developed. The collection was also featured at our limited-time, holiday Wonderland event in NYC.


The word about Wonderpacks spread. And spread fast. The collection built up industry buzz with over 224 million impressions and was featured on Buzzfeed, Pop Sugar and a number of other influencer and news sites. The Improv Everywhere stunt garnered over a million views and over 21 million impressions. The collection was a first-ever for Target and a breakthrough innovation within retail, making it a success.


Entrant Company / Organization Name

Target Creative, Target