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W+K Launch 'Scholarship' Campaign For Target



Portland agency gets academic with integrated competition

W+K Launch 'Scholarship' Campaign For Target

College is all about learning—until it’s not. Then it’s about sharing a bathroom with strangers, figuring out laundry and firing angry birds at pig houses. 

Target presents 16 scholarships for stuff a student might actually want. The integrated campaign invites students to apply for ‘scholarships’ , which could net them just the sort of prizes that will see them pass the coming year with flying colours. Like the Clean Teeth Scholarship, which presents an electric toothbrush and a year’s supply of toothpaste, or the Flip-Flop Scholarship for the winner and the hundreds of people they’ll  be sharing a shower with, or the Hangout Scholarship for an Xbox®, a set of dorm furniture and all the games a diligent student needs to never see daylight again.
Beginning July 15, 2012, there will be three separate rounds of competition to win one of the 16 Target Stuff Scholarships. To apply, students will select the scholarship of their choice and then participate in a video interview with a panel of comedic professors who ask a series of fun and quirky questions. Students must then share the interview through their social media channels to garner votes from friends and family. At the end of each round, the five videos with the most votes will be reviewed by a panel of judges to determine the final winner. 
Aspiring scholars can submit their video interviews via Facebook at  . Entrants can meet the fearsome judges in a series of webfilms directed by Michael Sugarman.
View the intro film here: 

The Scholarship campaign comes hot on the heels of WK’s Back To School TV campaign, released earlier this month. Music video director Andreas Nilsson has created a trio of new spots for Target, featuring the most tuneful teachers this side of an episode of Glee. Kicking off proceedings is the music teacher, who just can’t contain his excitement about the new academic year.  Joining him singing this year’s chart-topping school-supply lists are a science teacher who believes magic can be found in the periodic table and an English teacher backed by a seriously talented band, The Gluesticks.
View Music Teacher here:

Client: Target
Project Name: Back to College
Content Type: Integrated
Client Contact Annie Cleveland / Laura McDonnell / Amy Macoscko
Agency: W+K Portland
Creative Director: Rob Thompson / Don Shelford / Matt O’Rourke
Copywriter: Dan Kroeger / J. Smith
Art Director: Johan Arlig
Executive Interactive Producers: Kat Kim & Ryan Bolls  
Senior Interactive Producer: Ben Oh
Broadcast Producer: Andres Murrillo
Creative Technologist: Billy McDermott
UX Lead: Jake Doran
Digital Strategy: Brent Marcus
Community Manager: Jan Libby
Account Team: Trish Adams / Brett Corrick /Jaime Komitor / Ellen Kong
Planners: Henry Lambert
Communications Strategist: Kumar Kanagasabapathy
Measurement Strategy: Eugene Krasnopolsky
Project Manager: Chris Kwon
Executive Creative Directors: Mark Fitzloff / Susan Hoffman
Director of Interactive Production: Pierre Wendling
Agency Executive Producer: Ben Grylewicz
U9 Live Action/Interactive Director: Michael Sugarman
Executive Producer / Live Action Producer: Jon Stopp
Senior Designer: Josh Smith
Junior Designers: Agata Jakubowska / Sam Morris
Technical Director: Gilles Boisselet
Technical Lead: Maciej Zasada
UX Lead: Michael Ho
U9 Editor:  Francesco Bernabei
Production Director: Carmela Di Prinzio / Alessandro Pula  
Interactive Producer: Roxanne Nazrudeen
Developers: Tomasz Sapinski / Tomasz Brunarski / Saul Hardman / Swann Knani / Anthony Boutet /
Grzegorz Kedzierski / Patrick Arminio / Luisa Tatoli / Sam Brown
Senior System Administrator: Thomas Pedoussaut
Executive Creative Director: Piero Frescobaldi
Unit Post Production: London
Editors:  Bryan Farrar / Rob Jury
Audio: Design & Mix Roz Wilson
Colourist: Simon Astbury
Post Production Producer: Alex Finch
view more - Creative
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