What they were up against
In 1983, a Zamboni started its life, resurfacing the ice at a small arena in South Dakota. After decades of service, the Zamboni was retired and put into storage. But before it rusted to pieces, Target was approached with a branding opportunity.
What we did to help.
After a quick tune-up and a cosmetic overhaul, The “Big Red Basket” was born. The creative brief was simple – “Make it read ‘Target’ at a glance.” Three weeks later, the best version of our favorite concept debuted at the Xcel Energy Center in St Paul, MN before a sold-out crowd of 18,000 fans.
Work we did:
- Brand/Strategic
- Experiential/Environmental
- Design
- Tradeshow/Event
What happened next.
The “Big Red Basket” was a popular feature at every Minnesota Wild home game. The physical experience was fun, but the chatter in social media was the real win.