The insights and principles that guided creative and media decisions for the #targetrun summer campaign.

1. #targetrun summer 2015
creative & media strategic pillars

2. 14
magazines
that she takes
with her
summer behavior: out and about
more
spend in
mobile, radio,
OOH
sites she
goes to for her
next move

3. 15
magazines
that she takes
with her
more
spend in
mobile, radio,
OOH
sites she
goes to for her
next move
summer mindset: serendipity
“bite-sized”
content:
:15s in spot TV,
radio, digital
“giffy” visual
language
inspired by the
internet

4. 16
magazines
that she takes
with her
more
spend in
mobile, radio,
OOH
sites she
goes to for her
next move
summer tone: fun, fun, fun
bite-sized
content:
:15s in spot TV
and mobile
“giffy” visual
language
inspired by the
internet
playful
language
inspired by
mobile chatter
content &
editorial alignment
around outdoor
activities