Target Sustainable Style:
Universal Thread Sustainable Denim Campaign 2018
Target has continued to evolve and expand its sustainability practices within its production process. Its in-house denim-centric line, Universal Thread, has incorporated sustainability within its line; Certain styles are made with recycled cotton, and a number of jeans feature polyester pocket linings derived from recycled plastic bottles. Jeggings made with fabric by Candiani are finished with Kitotex, a water-saving technology that uses chitosan from shrimp and lobster shells in the dyeing process. The creative team was tasked with coming up with a campaign to announce the sustainable initiatives via visuals and language that thoughtfully speaks to the sustainable aspects of the brand from a high-level perspective. The campaign included video ads on YouTube, social media posts, the Target.com website and app, and marketing emails.
