STRATEGY

TGT had something important to communicate: the 50th anniversary of its Enaquesa factory.

The kind of milestone that carries a lot of weight internally… but not necessarily outside the company.

That was the challenge. How do you take something internal and turn it into a story that makes sense on social, where no one is waiting to hear about a factory anniversary?

IDEA

The answer was already inside the brand: its mascot.

We built a humorous mini-series—a mockumentary—where the mascot discovers that, despite being TGT’s most viral asset, it hadn’t been invited to the event of the year.

From that point on, the anniversary stopped being the focus and became the backdrop for a much more relatable story.

One of those small injustices that are easy to empathize with… and that keep you watching to see how it ends.