CHALLENGE: Create an integrated marketing campaign featuring Target products and their MY KIND OF HOLIDAY initiative that would air between and introduce each of the ABC Wednesday Night shows. SOLUTION: Have the cast of characters make and deliver gifts with the #MY KIND OF HOLIDAY messaging to the cast of the following show, thus leading us from show to show. Within each scene we also feature TARGET products as background and props. no tags, no logos. We rebuilt THE MIDDLE, BACK IN THE GAME AND MODERN FAMILY sets, both interior and exteriors on stage so that we could move seamlessly from show to show.
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