Entry

Easter Table Runner

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Concept/Purpose of the Work:
This piece was designed to help families share an experience at home during the Covid pandemic while providing an activity to customize and beautify their table setting for the Easter holiday. The work was designed so it could be used as-is, with a watercolor wash under the black and white line illustration or it could be colored in by kids and parents with the included set of crayons. The table runner was flat packed along with an Easter Activity Book featuring recipes and inspiration for mom, games and activities for kids, and special offers from Target. The illustration blended a series of Spring seasonal elements such as flowers, bunnies, butterflies and Easter eggs, with groups of objects facing various sides of the table so everyone seated around it had something to discover. Additionally, four unique individual downloadable place mats were designed and illustrated so anyone could color their Easter table setting, even if they didn't receive one of the printed versions.

Results of the Work:

Number of stores: 1897
Number of giveaways per store: 100
Total number of families that received the kits: 189,700

The following is a guest comment sent to Target in appreciation of the surprise gift:

I wanted to reach out to you and let you know how much our family enjoyed the table runner you created that was distributed by Target. It's been a weird, hard year and we had so much fun watercoloring your work with our 5 year old. I love it so much that we had it laminated so we can enjoy it on our table for years to come.” – Target Guest

How the Work Was Delivered to the Masses:
The Easter table runner illustration and Activity Book were distributed at all Target stores nationwide through Brand Ambassadors who placed the gift in with Target Drive-Up/Pick-Up in Store orders. Brand Ambassadors wore branded T-shirts that mirrored the Activity Book design. The downloadable place mat illustrations were messaged in the Activity Book and through Target social channels so guests who didn't receive a physical table runner could print their own at home. All distribution points were executed with extreme Covid safety protocols in place while still reaching as many guests as possible to brighten their Easter weekend.


Credits:
Agency: X-FCTR
Client: Target Corporation
Printer: Great Northern

Creative Director: Matt Miller
Illustrator: Marisol Ortega

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