CONCEPT + COPY 

Target launched a new home product line called Smartly, a collection of adorably affordable home essentials: garbage bags, toilet paper, plastic cups and the like— all available for under two dollars.

For the launch of the campaign, we wanted to create something that spoke to budget shoppers in a way that wasn’t a bummer, something that was less coin-counting and more of the rainy-day-savings joy that Target is loved for.

Our answer was adverbs. We created a campaign that was wonderfully, affordably. Smartly.