W+K Launch 'Scholarship' Campaign For Target

 

Target presents 16 scholarships for stuff a student might actually want. The integrated campaign invites students to apply for ‘scholarships’ , which could net them just the sort of prizes that will see them pass the coming year with flying colours. Like the Clean Teeth Scholarship, which presents an electric toothbrush and a year’s supply of toothpaste, or the Flip-Flop Scholarship for the winner and the hundreds of people they’ll  be sharing a shower with, or the Hangout Scholarship for an Xbox®, a set of dorm furniture and all the games a diligent student needs to never see daylight again.

 

Beginning July 15, 2012, there will be three separate rounds of competition to win one of the 16 Target Stuff Scholarships. To apply, students will select the scholarship of their choice and then participate in a video interview with a panel of comedic professors who ask a series of fun and quirky questions. Students must then share the interview through their social media channels to garner votes from friends and family. At the end of each round, the five videos with the most votes will be reviewed by a panel of judges to determine the final winner. 

 

Aspiring scholars can submit their video interviews via Facebook at https://apps.facebook.com/targetscholarships//apply  . Entrants can meet the fearsome judges in a series of webfilms directed by Michael Sugarman.

 

View the intro film here: 

 

The Scholarship campaign comes hot on the heels of WK’s Back To School TV campaign, released earlier this month. Music video director Andreas Nilsson has created a trio of new spots for Target, featuring the most tuneful teachers this side of an episode of Glee. Kicking off proceedings is the music teacher, who just can’t contain his excitement about the new academic year.  Joining him singing this year’s chart-topping school-supply lists are a science teacher who believes magic can be found in the periodic table and an English teacher backed by a seriously talented band, The Gluesticks.

 

View Music Teacher here:

 

 

Credits

 

Client: Target

Project Name: Back to College

Content Type: Integrated

Client Contact Annie Cleveland / Laura McDonnell / Amy Macoscko

URL www.TargetStuffScholarships.com

 

Agency: W+K Portland

Creative Director: Rob Thompson / Don Shelford / Matt O’Rourke

Copywriter: Dan Kroeger / J. Smith

Art Director: Johan Arlig

Executive Interactive Producers: Kat Kim & Ryan Bolls  

Senior Interactive Producer: Ben Oh

Broadcast Producer: Andres Murrillo

Creative Technologist: Billy McDermott

UX Lead: Jake Doran

Digital Strategy: Brent Marcus

Community Manager: Jan Libby

Account Team: Trish Adams / Brett Corrick /Jaime Komitor / Ellen Kong

Planners: Henry Lambert

Communications Strategist: Kumar Kanagasabapathy

Measurement Strategy: Eugene Krasnopolsky

Project Manager: Chris Kwon

Executive Creative Directors: Mark Fitzloff / Susan Hoffman

Director of Interactive Production: Pierre Wendling

Agency Executive Producer: Ben Grylewicz

U9 Live Action/Interactive Director: Michael Sugarman

Executive Producer / Live Action Producer: Jon Stopp

Senior Designer: Josh Smith

Junior Designers: Agata Jakubowska / Sam Morris

Technical Director: Gilles Boisselet

Technical Lead: Maciej Zasada

UX Lead: Michael Ho

U9 Editor:  Francesco Bernabei

Production Director: Carmela Di Prinzio / Alessandro Pula  

Interactive Producer: Roxanne Nazrudeen

Developers: Tomasz Sapinski / Tomasz Brunarski / Saul Hardman / Swann Knani / Anthony Boutet /

Grzegorz Kedzierski / Patrick Arminio / Luisa Tatoli / Sam Brown

Senior System Administrator: Thomas Pedoussaut

Executive Creative Director: Piero Frescobaldi

Unit Post Production: London

Editors:  Bryan Farrar / Rob Jury

Audio: Design & Mix Roz Wilson

Colourist: Simon Astbury

Post Production Producer: Alex Finch