Askov Finlayson + Target

As Minneapolis geared up to host the SuperBowl LII, Target and Askov Finlayson partnered to bring a local, heritage-inspired collection to life. The iconic "North" Hat, created year-after-year by the team at Askov, anchored the collection as guests bought clothes and accessories made for outdoor adventures and Minnesota winters.

The #TeamNorthXTarget Snow Day

To kick off the collection, we hosted an outdoor event in Theodore Wirth park with tubing, dog sledding, life-sized bubble hockey, an outdoor screening of The Mighty Ducks and many, many gallons of hot cocoa. In typical MN fashion, over 2,000 people attended while the temperature hovered around 15'F. 

Social & Digital

Supporting the collection both prior to and after its launch, social and digital channels featured a local cast of creatives, athletes and families that many Minnesotans would recognize—adding to the neighborly tone of the campaign.

Out of Home

Our OOH placements on bus shelters and billboards around the Twin Cities further enhanced the locals-only feel of the campaign. Further, the background illustrations were created by a local illustrator, Kate Worum, whose work pops up in restaurants and shops all around the Twin Cities.

Creative Director: Kristen Gunderson
Art Directors: Levi Lowell & Phillip Clark
Copywriter: Samie Kaufman
Events Lead: Tori Trobak