Targeted Ads: Bagging Times Square Billboards

Target/Times Square Billboard

When thousands of trendy fashionistas converge for New York Fashion Week, Sept. 10-17, Target is ready. The retailer kicked off an eight-week outdoor campaign in Times Square Friday, transforming its giant billboards into art-commissioned works. When the creative effort ends, the vinyl will be refitted into 1,6000 limited-edition totes by Anna Sui.

The giant graphics marry elements of New York City to Target's popular bulls-eye symbol.

Four New York-based artists -- Laurie Rosenwald, Michael Anderson, Josh Goldstein, and Charles Wilkin -- were chosen in partnership with ad agency, Mother. They produced original art pieces inspired by both the city and the brand's well-known graphic.

The billboard bags sell for $29.99 at Target.com while supplies last. At purchase, buyers can customize their tote by selecting an artist's design for their restyled bag, which ships in January.

"Target is thrilled to give emerging artists the most visible canvas in the world to display their work," says Michael Francis, executive vice president and chief marketing officer, Target, in a statement.

Added Anna Sui: "My design fuses art and ingenuity with New York City street-chic."

Rosenwald created two collages -- one with a cheery face, the other sporting pop typography with the words "See" and "NYC." Anderson was inspired by the Statue of Liberty and Big Apple. Goldstein intersects images of New York City signs from bodegas and Coney Island to produce a giant red bulls-eye. Wilkin fashioned a collage of classic New York images, including a yellow taxi and a subway stop.

Minneapolis-based Target Corp. has 1,719 stores in 49 states.

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