In order to speak to youthful consumers in the most effective way possible, Target got writers ages eight to 11 and directors who are ages 13, 15 and 17 to create some of its latest back-to-school ads.
The project even includes a music score and set design that was done by children -- with the company set to feature the illustrations used in the commercials to also promote the campaign in stores and through digital mediums. In order to create the project, Target collaborated with '826LA,' an organization with a goal is to improve the creative writing skills of children and 'Adolescent,' an advertising agency.
In each of the short commercials, children are shown building positive relationships with their peers as a means to solve problems. This is shown in one back-to-school ad where two girls wait for a bus together only to realize that they have the same Target lunchboxes, which allows them to bond.
Child-Written Promotional Campaigns
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