TARGET + GWEN STEFANI

The First Ever Live Music Video Recorded During a Commercial Break

Director: Sophie Muller

The brief for this project was tough: Stand out during the Grammys, without being apart of the actual Grammys. So we decided to do something that had never been done before. We created a 4 minute music video, LIVE during a commercial break. And not only was the performance live on TV it was also live on social with influencers live streaming and Snap-chatting the entire time. 

The response was huge. Not only did we completely overshadow all other advertisers, Gwen Stefani became a global social trend for the entire night. The spot was talked about on Ellen, Jimmy Kimmel, Ryan Secrest, Wendy Williams, and thousands of other press outlets. In total we grabbed 3 Billion total impressions (triple what Target projected) and the video, which is now the official music video for the song, has been viewed over 21 Million times since it aired.

Cannes Bronze Lion Media Lions - Retail, e-Commerce, Restaurants & Fast Food Chains

Cannes Bronze Lion Film Craft Lions - Achievement in Production

Cannes Bronze Lion Entertainment Lions for Music - Artist Associated Stunt or Activation in Partnership with a Brand

Cannes Silver Lion Entertainment Lions - Live Broadcast/Live Streaming