Outdoor is one of my favorite mediums. Mainly because it is so difficult to do well even though it often looks so easy.
Mother NY and Target have created a fantastic billboard display in Times Square. The artwork, created by four NY artists who were chosen in partnership with the agency, is a combination of the city and the iconic Target Bullseye. And once the posting is finished the artwork will be taken down and turned into a limited run of 1,600 handbags which can be purchased for $29.99.
I like that last part: "limited run of 1,600 for $29.99." A bit of exclusivity for the masses. And if you've been in a Target recently no doubt you've walked past the clothes, or the luggage, or the shoes, probably purchased something, and were again reminded that the chain offers good lookin' stuff at great lookin' prices.
Target is important. One of America's best brands. And I think it's brilliant that in down economic times the chain finds the resources to surround their heavy, national discounting efforts with a brand-forward, innovative execution such as this that gains lots of PR and chatter. Ideas like this will help keep the brand strong (margins) once things level out.