Target Uses ‘Web 2.0 Aesthetic’ to Peg College Kids

  • 1 min read
target-planner-dreamer.jpg

I recently saw this cute rich media ad for Target’s “Happy Together” campaign, targeted to college kids.

Its composed of harmonious extremes that appear one after the other, like flash cards: planner + dreamer, night owl + morning bird, extrovert +introvert. The accompanying illustrations remind me of the work of Liling Yu, who created Twitter’s FailWhale.

Yu’s art totally personifies the Web 2.0 aesthetic: bug-eyed animal friends, soothing pastels, and non-confrontational sans-serif typefaces, all culminating in brands that seem to want to play with us. That Target knows to tap into all this is part of what keeps it young, fresh and lively.

Picture of Steve Hall

Steve Hall

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