Deutsch L.A., Target Create Star Wars Fan Universe

By Erik Oster 

In another sign of the impending Star Wars promotional blitz, Deutsch L.A. worked with Target to create Share the Force, a site where fans of the series can upload their Star Wars memories and push the movie for free!

A 30-second online spot released today introduces the site. It opens by estimating that “There are 147 million Star Wars fans out there” before delving into some favorite fan moments.


For those who wish to be part of the project, the process is fairly simple: fans submit photos and/or videos via Facebook or Instagram and receive a set of “galactic coordinates” where they can visit said memories anytime they wish…with no end date in sight.

The campaign is part of the Minneapolis-based retail giant’s partnership with Lucasfilm, and seeks to align the brand with the hype surrounding the December 18 release of Star Wars: Episode VII — The Force Awakens. While the online spot ties the retailer to Star Wars pretty forcefully (sorry), the site itself keeps the branding very minimal, allowing fans to revel in the nostalgia without hitting them too hard on the marketing front. There’s also a two-minute tribute video promoting the effort (featured below) which highlights fans from 1977 to the present.

“Target has been part of the legion of Star Wars fans since the franchise began, and we aimed to create a program that captured the passion that fans of all ages have for Star Wars by inviting them to archive their own Star Wars memories,” Target SVP of marketing Rick Gomez told Campaign.

“It’s something only Target can deliver and we hope fans will love it.”

As if Star Wars fans could ever be critical of anything.

We are afraid of the new Star Wars reboot, but we do know that the credits for The Force Awakens will be shorter than those for your average Deutsch campaign.

Agency: Deutsch L.A.

Chief Creative Officer, North America: Pete Favat
Chief Digital Officer, North America: Winston Binch
Executive Creative Director: Karen Costello
Digital Executive Creative Director: Jerome Austria
Creative Director: Janet Higdon
Creative Director: Meghan DeRoma
Creative Director, Platforms: Zaid Al-Asady
Associate Design Director: Greta Mantooth
Creative Director: Daniel Barak
Art Director: Drew Brooks
Senior Art Director: Patricia Ortiz
Group Creative Director: Tom Pettus
Social Art Director: Daniel Rosenberg
Social Copywriter: Ashley Milhollin
Experiential Art Director: Chelsea Ontiveros
Experiential Creative Director: Amy Boe
Senior Experiential Copywriter: Catharine Ogletree

Partner, Director of Integrated Production: Vic Palumbo
Executive Broadcast Producer: Mary Ellen Duggan
Senior Broadcast Producer: Jesse Ferguson
Senior Producer: Angela R. Barber
Executive Director, Digital: Pam Scheideler
Executive Creative Director, Platforms: Tara Greer
Executive Integrated Producer: IV Tench
Integrated Producer: Zarrin Maani
Executive Creative Director: Marc Gowland
Creative Technology Director: Brian Jeremy Kupetz
Associate Technology Director: Sean Schricker
Experience Design Lead: Jin An
QA Manager: Chris Suchy
Senior Experiential Producer: Acacia May
Concept Producer: Brittany DaSilva
Executive Concept Producer: Amy Seidner

UGC Research & Clearance: Six Degrees
Co-Founder: Gina Ragusa
Co-Founder: George Bartko

Editorial Company: Arcade Edit
Editor: Kim Bica

Animation Company: Laundrymat

Digital Production Company: MediaMonks