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For retailers, the back-to-school season is especially lucrative, which makes it all the more important to ensure the message is impactful to young people. Nipping this problem in the bud, Target's back-to-school campaign puts the kids themselves in charge.
The ads don't just star kids—they were written and directed by kids, who also illustrated the sets. Helping to organize the action was 826LA, dedicated to helping youth develop creative writing skills, and agency Adolescent.
Seven writers, ages 8-11, developed storyboards for each TV ad, with directors—ages 13, 15 and 17—overseeing the shoot.
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