Target lights up the Standard Hotel in New York.


advertiser: Target
agency: Mother, New York

Target recently did something to light up the lives of the citizens of New York. With the help of Mother and prodco Legs, it used the Standard Hotel as the canvas for a kaleidoscopic fashion spectacular. It turned 155 rooms, with 66 dancers inside, into pixels, which, with a 30-piece orchestra providing the backdrop, were animated by being lit up in rapid succession. Target also gave out 1,500 binoculars so as many people as possible could see it. And, so everyone could hear, they made the music available on a toll-free number. And you thought New York was colourful enough already. Check it out here.