By Kenneth Richard | The Impressionist
In the season of giving Target & TOMS have united their philanthropic efforts on a limited edition TOMS for Target collection for the holidays, which launches nationwide this upcoming Sunday, Nov 16th.
“The roots of the program are the things that brought us together. We are such a natural fit as community giving is part of Targets DNA and of course part of TOMS,” says Jessica Carlson, spokesperson for Target.
This is TOMS’ largest partnership with a retailer and the brand known for its iconic footwear branched out and learned from the Target partnership to develop new categories including blankets, picture frames and other areas of home decor.
To promote the partnership, Target released their first animation campaign ever, “One for One, For All” last week. In the TV spot, a character inspired by TOMS Founder and Chief Shoe Giver, Blake Mycoskie, plants the seed of the “Giving Tree” based on the simple principle that the more you give, the more than tree grows and can give back. Chandelier was the lead creative agency and the campaign consists of broadcast, digital, and social.
We were looking for a way to bring the essence of this heartfelt collaboration to life and doing it through animation just felt right for Target. It’s an adorable animated spot that just makes people stop and we feel is disruptive.
Beyond disruption and sales is the gift of giving. Every TOMS for Target apparel, accessory and home good purchase results in the donation of a blanket through the American Red Cross or Canadian Red Cross, or one week of meals through Feeding America or Food Banks Canada. And for every TOMS for Target pair of shoes sold, a corresponding pair by TOMS will go to a child in need. Each item has a tag sharing what will be donated with its’ purchase.
With so much money exchanging hands, this upcoming season, hopefully, it’s nice to see fashion helping those in need. The Impression wishes to thank Target & TOMS for helping make this season all that much more meaningful.
Agency | Chandelier Creative
Producer | Rob Marmor
Creative Director | Richard Christiansen, Lena Kuffner
Art Director | Michael Scanlon
Account Director | Alanna Lynch
Animation Company | Psyop
Music | ‘Lovely Day’ by Band of Horses, written by Bill Withers and Skip Scarborough