Target Back-To-College 2010 Catalog

By Target

The Idea

We gave the catalog the look and feel of a college campus newspaper, right down to the paper stock. For further authenticity, we hired actual college journalists to write original articles that brought their “expert” perspective.

Delivery of Work

In addition to a massive nationwide mailing, we strategically distributed copies at places that college kids hang out (campus coffee houses, student unions, etc.)

The Results

This was the strongest performing back-to-college catalog in Target's history, with sales results up across the board.

Credits

• Art Buyers

  • Christopher Grimes

• Copywriters

  • Jeff Barbian

• Creative Directors

  • Eric Vermilyea
  • Jason Langer

• Graphic Designers

  • Aaron Melander
  • Courtney Gooch

• Illustrators

  • Mike Perry

• Printers

  • RR Donnelley

• Production

  • Katie Robertson
  • Tracie Neff

Event Sponsors

Additional generous support provided by Lagunitas Brewing Comapny and The Fraternal Order of Eagles #34