The holiday campaign is the big show for retail stores. And this signing program raised the bar for in-store campaigns in big box retail. The approach made a deliberate break with convention by striving to be primarily experiential. The signing transformed the stores into a modern, organic version of a winter wonderland. Partnering with Studio Tord Boontje to create the art and key elements, TIF’s Holly Robbins lead the internal Target teams, freelancers (including future TIF partner, John Moes) and the small cadre of agencies (including Fame, Graphiculture and PMH) to express the campaign to best effect in every channel, from product packaging to television ads to catalogs. Boontje also created an exclusive designer line of holiday product, a first for a Target holiday program.