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The Lilly Pulitzer for Target line features more than 250 items including home goods, apparel and accessories, and is Target’s largest designer collaboration to date. To celebrate, Target’s marketing campaign is just that — a celebration — in the spirit of Lilly Pulitzer’s manifesto: “Life is a Party.” The woman behind the collection was known for her legendary parties in the 60’s-era Palm Beach, so Target’s agency, Chandelier Creative, has recreated one of Lilly’s over-the-top fetes in a tv commercial.
Scenes from the commercial also appear in an immersive online experience accessible via desktop and mobile, with an app that lets customers experience the collection through the party and identify product straight from scenes in the commercial.
And print ads evoke the mood, without actually showing any product. “The tv and digital creative embrace Lilly Pulitzer’s legacy as a woman who lived without boundaries and believed life was a party,” says Richard Christiansen, founder and creative director of Chandelier.“ Lena Kuffner served as creative director along with Christiansen, and Michael Scanlon is the art director.