Target uses nature to push its new activewear range in latest campaign via AJF Partnership

Target_Activewear_PR_Thumbnail.jpgShot in the ruggedly beautiful Kimberley region, Target's latest activewear campaign, created by AJF Partnership, illustrates how nature empowers us, and influences a new range of product through design and fabrication.

Says Kenton Elliot, general manager, marketing, Target: "Target have released a stylish collection of activewear, inspired by nature and inspiring Australian women to get out there and get moving, because when you look the part, you feel the part."

The campaign will be seen in multiple channels including TV, gym screens, online, and social media. It features the track Harlem River, by Kevin Morby.

The campaign was created by AJF Partnership, a GrowthOps business, directed by Rob Stanton-Cook from Collider with media planning and buying by OMD.

Says Josh Stephens, ECD, AJF Partnership: "It's an exciting time to be partnering with Target as they continue to build their fashion and quality credentials. It's allowed us to create this beautiful, visual work that captures a feeling of truly running wild."

Target's activewear campaign kicked off Sunday August 5.

Client: Target
Agency: AJF Partnership, a GrowthOps Business
Executive Creative Director: Josh Stephens
Creative Director: David Klein
Senior Copywriter: Melanie Stevens
Group Account Director: Emily Pockley
Account Director: Tess Porter
Senior TV Producer: Liesel Haug
Strategy: Jacqueline Witts, Hayley Read

16 Comments

Runs and makes ads said:

Love this

Best they've made said:

Congrats AJF and Josh, this might be the best thing you guys have done.
Raising the bar for retail in Australia. Used to seeing you guys churn stuff out,
This is different. Nice.

female who wears activewear said:

Go AJF & Target, love this

Old CD Guy said:

Striking visuals. Could just work.

I agree said:

This is excellent.
Kudos to all involved.

sylvianne heim said:

Love it!. Great strong female leads.

Slow-motion is my life said:

Can't help but imagine it with the third-world textile labourers literally running away from poverty in slow motion in those same leggings they constructed by hand.

@Slow Motion said:

Jeez, I hope you don’t work in advertising.

Tex said:

So beautiful. Classic Dave Klein.

Rise of AI said:

Was this made by a team of robots?
Serious question.

Very nice said:

This is really nice work. Very unexpected from Target. Well done!

Targét said:

Had to double-take on the target end-frame when I saw this on TV. Brilliant stuff.

looks superb said:

.....lipstick on a pig though

Shut up, Mel said:

Tops work!!!

Standing on the outside looking in. said:

The good thing about taking a break from this industry is I very quickly have been able to take in what we do without all the BS. That is, just consume ads and not worry about who the agency is, whether the client is a pain, what the last agency did and all that other crap that forms the basis of many a crap comment on this site.

This ad came on the other night. And it was good.
Got my attention, made me stop for a second and was a bit unexpected for the brand.
It's Target, so I know it's affordable.
Job done.

Chris R said:

Well done Josh, David and Mel.
First it was Welcome to Winterful then Run Wild.
Each spot just gets better and better.

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