In 1983, a Zamboni started its life, resurfacing the ice at a small arena in South Dakota. After decades of service, the Zamboni was retired and put into storage. But before it rusted to pieces, Target was approached with a branding opportunity. After a quick tune up and a cosmetic overhaul, The “Big Red Basket” was born. The creative brief was simple – “Make it read ‘Target’ at a glance.” Three weeks later, the best version of our favorite concept debuted at the Xcel Energy Center in St Paul, MN before a sold out crowd of 10,000 fans.
4. Project challenges: Timing. We had three weeks to pull this off.
5. Strategy: Brand a Zamboni in such a way that it immediately resonates with hockey fans while being both fun and, of course, undeniably Target
Delivery of Work
Runs at the Excel Energy Center in St. Paul, MN
The Results
6. Effectiveness: The Client loves it, every hockey fan wants to ride in it and Twitter continues to prove that it’s resonating with fans. @GeekMisconduct tweeted, “Best Zamboni ever? Best Zamboni ever. #Wild http://pic.twitter.com/5” and @elisebutler tweeted, “Oh my gosh, the new #mnwild / #Target Zamboni looks like a shopping basket full of fans. http://lockerz.com/s/16”
-Economy: Unknown
-People: At every home game, hundreds of people submit for their chance to ride.
-Environment: Unknown
-Culture: Everyone at the arena sees the Zamboni. It also drives in parades.
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Account Executives
- Karen Deutsch
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Art Directors
- Allan Peters
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Copywriters
- Andy Thieman
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Creative Directors
- Jason Langer