Best Consumer Goods Online Campaign

Target hired Huge to reimagine their Wedding catalog. With “Be yourself, together. That’s Love.” Huge designed a catalog to get all types of couples excited about creating registries that reflect their unique partnerships. The catalog launched in April 2012 across the web, mobile, and social and reinforced the range of products available at Target - from brand names to unique gifts like grills and camping equipment. Huge then created a powerful digital experience to replace the traditionally printed catalog, combining the inspirational elements of print with the utility of the web.

For the 2012 Wedding catalog, Huge collaborated with renowned lifestyle and product photographers to bring six unique couples to life alongside products available through Target registries. The photography was utilized in both the campaign material and the digital wedding catalog, which combined stunning images with editorially curated products. The digital catalog experience allows potential registrants to discover content and begin building their registry simply by ‘hearting’ items they like throughout the registry.

Previously caught between Walmart and Amazon.com, Target’s investment in its own digital platform allows Target to own its relationships with users and market to them in creative new ways, exemplified by the 2012 Wedding registry campaign. By combining inspirational marketing with experiences that meet the needs of its guests across multiple platforms, Target has begun to differentiate itself online by delighting users and exceeding expectations. The success of the 2012 Wedding catalog has been expanded by Target as well as celebrated by users and critics alike.

Contributors:

Creative Director, Huge:	Clayton Crocker
Creative Director, Huge:	Jon Jackson
Art Director, Huge:	Matt Hock
Producer, Huge:	Mea Tefka
VP User Experience, Huge:	Emily Wengert
Project Manager, Huge:	Liz Cornine
Engagement Director, Huge:	Kristin Faucher

HUGE

Website: www.hugeinc.com

Location: United States

About the Agency:

Huge provides business strategy, design, marketing and technology services to some of the world's largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in the United States, Europe, Latin America and Asia, and is part of the Interpublic Group of Companies.