Target celebrates kids’ sense of adventure in ‘Play Wild’ campaign

Target has launched a campaign under the ‘Play Wild’ brand positioning, featuring children running through Western Victoria’s Otway Ranges dressed as mythical warriors.

The TVC, set to Skrillex’s Bangarang, was created by Target’s creative agency of record, AJF Partnership.

The ‘Play Wild’ campaign aims to highlight children’s imagination and celebrate their individuality.

Kenton Elliot, general manager of marketing, said in a statement: “Target’s spring kids’ collection is inspired by nature, and we’re inspiring Australian kids to get outside to create their own fabulous worlds in clothes that let them express their individuality and explore their sense of wonder.”

The campaign is running across TV, cinema, online, and social media.

Josh Stephens, ECD at AJF Partnership, added: “We’re very proud of the work we’re creating with the Target team as they continue to build their fashion credentials.

“Target is such a great Aussie icon, the product is amazing and affordable, and we think this campaign captures the cool and confident spirit of the kids’ range perfectly.”


  • Client: Target Australia
    • General Manager, Marketing: Kenton Elliot
    • Head of Brand Communication and Customer Experience: Nicole Gillard
    • Head of Creative: Nunzio Miano
    • Brand Marketing Manager: Laurelle Esse
    • Campaign Manager: Ellen Wilson
  • Agency: AJF Partnership, a GrowthOps Business
    • Executive Creative Director: Josh Stephens
    • Head of Strategy: Jacqueline Witts
    • Group Account Director: Emily Pockley
    • Creative Directors: David Klein and Georgia Arnott
    • Senior Copywriter: Georgie Hanby
    • Account Director: Tess Porter
    • Planner: Hayley Read
    • TV Producer: Erica Frick
  • Production: Collider
    • Director: Rob Stanton-Cook
    • Producer: Annie Schutt
    Media planning and buying: OMD

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