This campaign was part of Up&Up's rebranding (Up&Up is Target's essentials and basics
owned brand). After the brand got a bright and crisp refresh, our partners were looking for
a campaign that reminded guests and consumers that Up& Up carries the products you need
for every occasion—from picture day to move in day. 

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The campaign found it's strength in being as cross-category as possible,
while still telling a succinct, impactful, and most importantly, relatable narrative.
The final applications of this campaign were static and motion (video) OOH billboards,
experiential, and product/giveaways.