Target celebrates the many ways of gifting in Christmas campaign

Target has gone live with its 2022 Christmas campaign created in partnership with its creative agency of record of more than 8 years, AJF Partnership.

The latest Christmas work embraces all of the different ways we give ay Christmas, highlighting the range of Target Christmas products and gifts.


Other assets:

Film 2 30″:

The campaign features two 30-second films, honing in on the message that whether you’re a ‘did it myself’ giver, an ‘it’s really for me’ giver, a risk taker, or even a re-gifter, Target has something for everyone.

Both spots are directed by Alex Roberts of Finch, who takes a humorous kook at all the different personalities of Australian givers, through the use of classic and joyful giving moments.

Target general manager marketing, Jamima White said: “The Target brand has always been synonymous with making Christmas shopping easier, and our focus on gifting this year is no different. We are the destination for great gifts for the whole family and our vast online and in-store range is curated with meaningful and personal options for all your gifting needs.”

She continued: “Quality that is affordable and accessible for all families sits at the heart of everything we do, and Christmas is no different. We want our customers to feel proud of the gifts they buy and give from Target.”

AJF creative director, George Freckleton said: “Each year, the Target Christmas campaign presents an opportunity for us to cut through with strong insights that position Target as the Christmas destination and build the brand over the long term. We are really proud of this latest expression of ‘That’s Target’.

He continued, “Target’s ‘A Christmas to Love’ campaign builds on the ‘Life Tested’ masterbrand campaign by demonstrating that Target continues to deliver affordable quality that families can rely on.”

Launching in Australia last Sunday, the campaign comes to life across all of Target’s platforms, including TV, digital, social, online, PR and instore.


Target Australia
Jamima White, General Manager Marketing
Nicole Gillard, Head of Brand and Marketing
Nicole Mandile, Head of Content and Creative
Laurelle Esse, Senior Marketing Manager Brand and Communications
Hannah Summerill, Brand and Marketing Communications Manager
Rosie Burke, Marketing Communications Lead

AJF Partnership
Josh Stephens, Chief Creative Officer
Emily Pockley, Head of Client Services
Jill Cummins, Head of Strategy
George Freckleton, Creative Director
Ferne Archer, Senior Account Director
Carly Dallwitz, Copywriter
Jess Van de Vlierd, Art Director
Liesel Haug, Senior Producer
Elyse Scott, Strategist

Media- OMD Melbourne

Production – Finch
Alex Roberts, Director
Kate Menzies, Producer

The Editors
Rohan Zerna, Editors
Rumble Studios
Adam Moses, Composer
Bec Ivanov, Producer

Bang Bang
Atticus Post


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