Target has unveiled its ‘Life’s A Workout’ for its new Athleisure campaign showcasing affordable everyday fashion. The TVC features four women going through daily routines. From running around after the kids, to squeezing in a fitness regime.
An all Australian track launches this next phase for Target. The INXS classic New Sensation is confident, iconic and uniquely Australian. The track is 30 years old this year, and was chosen because of its Aussie heritage and its timeless attitude that works across the new fashion, style and quality products coming into Target stores.
General manager, Marketing Kenton Elliot said, “This is a big step change for this brand that’s loved by all Australian’s and this will definitely help reconnect Target with Australian families.”
The campaign was created by AJF Partnership Melbourne, Directed by Pete Moore of 13&Co with media planning and buying by OMD.
AJF Partnership ECD Josh Stephens said, “Obviously the retail landscape is changing dramatically and getting increasingly competitive, and all iconic Aussie brands need to evolve to remain relevant. Target has a great history in being a brand that families can truly rely on for fashion, style and quality. This campaign is about breathing new life into this message, with a little more aspiration and a lot more confidence. It’s a first step towards a much more fashionable future for Target.”
The digital campaign is led with a Facebook shoppable video, plus fashion led carousels and canvas. All of this is underpinned with a strong on site presence, a dedicated flip book style digital catalogue, eDMs and social content. The Athleisure campaign will also come to life in-store, with consistent messaging and imagery throughout.