Shoestring bling

Shoestring budgets don't have to leave you with slim pickings.


advertiser: The Bead Addict
agency: Target
CD: Tom Murphy
creative group head: Jenny Smith
writer: Terri Roberts
ADs: Dax Fullbrook, James Jung
photographer: Ned Pratt

This print ad by St. John’s-based Target for local store The Bead Addict promotes the notion of recession-friendly gift ideas in the form of budget bling. In times when finances must be managed with greater scrutiny, the campaign reminds consumers that they can create something just as good as, or even better than, manufactured jewelry. The print ad was used in conjunction with a direct mail piece that included a small plastic baggie with a sampling of beads (also on a shoestring) and a picture of the poster (editor’s note: we prefer Tiffany’s – main floor).