The long form video and TV spot ran leading up to and out of the Winter Olympic Games (prior to and post the non-sponsor blackout) and was supported by a social and online campaign.
During the Sochi Winter Olympics, a worldwide audience was introduced to the thrilling sport of freeskiing. Target was a supporter of the sport early on, assisting with its organization and advancement. ‘Start Seeing Freeskiing,’ offers a history of the ever-evolving sport and features the Target-sponsored athletes as they prepare for the momentous season ahead. Our goal was to introduce the sport to the masses, while maintaining authenticity and credibility with core enthusiasts.
The video was extremely well received. Originally intended as online content, during production it became clear to Target that the video needed to be seen more broadly. A national TV and online media plan was quickly created and the spot aired during high profile events such as the SAG awards and during the NBC special, Shaun White: Russia Calling.
