Overview

Historically, mass retailers have abandoned Black neighborhoods at the expense of chasing the “preferred” suburban customer. In addition, when mass retailers do make efforts to come to Black neighborhoods, there’s the issue of longevity. These consistent patterns have led to a sense of distrust despite there being a desire for long-term partnerships.

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Role
Executive Creative Director
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Project
Target: Love For Fordham
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Client
Target
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Agency
160over90
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Objective
To create a repeatable strategic framework for under served community Target store openings/reopening and related tasks while bringing to fruition creative executions and activations that deliver on our strategy. We realized these ambitions by partnering with Target to create the “We Got Love for Local,” an integrated campaign where we worked alongside local collaborators to celebrate new store openings in their communities, beginning with Fordham, Bronx.