Target's largest designer collaboration to date with Lilly Pulitzer launches April 19 and to celebrate the partnership, Target and its agency Chandelier are introducing a marketing campaign that depicts a party in honor of Lilly Pulitzer’s festive spirit and manifesto: “Life is a Party.”
Creative agency Chandelier concepted and developed the integrated campaign, which consists of TV, three print ads, digital, social and a branded app. The app is the first Target has ever launched in support of a designer collaboration and lets customers experience the collection through the party and identify product straight from scenes in the TV commercial.
The campaign's concept conveys the essence of the Lilly Pulitzer brand, which is known for its retro color prints from 60's-era Palm Beach as well as recognizes Lilly Pulitzer’s legacy as a woman who lived without boundaries, "showing the collection as fabulous, chic and colorful just as Lilly was," per the agency.
TV spots recreate one of Pulitzer’s famous parties in a fabulous mansion with an eclectic group of party-goers, including a giraffe, monkey, and notable celebrities such as Chris Noth, Nick Young, Bella Thorne and Alek Wek. The ad is set to the sound of KC & the Sunshine Band's “Keep It Comin’ Love."
The ad can be viewed here.
The ad showcases the diverse collection of products that total more than 250 items, ranging from $2 to $150, including home goods, apparel, accessories, beach gear and travel essentials for women, men and kids.
Target spent $668 million on advertising last year, according to Kantar Media. Chandelier has worked with Target on projects since 2008.