“Our goal with the Happy Summer campaign was to build an emotional connection with Target guests,” studio manager Chris Fettin explains. “We wanted to find a way to make what might otherwise be a set of plastic picnic forks, or just a rubber ball, feel special.” The design team’s way of doing that was to build a story that tapped right into the nostalgia of what being a kid in the middle of summertime feels like. “The campaign,” Fettin says, “was about simple pleasures—like dirty hands in gardens, piggyback rides and popsicle kisses.” To that end, a lot of playful copy and imagery created an experience in the store that customers immediately understood and liked. “One of the great things about working with Target is that they know how to provide a really well-defined creative brief,” Fettin says. Crystal clear on the objectives and parameters from the start, the designers could really let their hair down. So they filled the stores with butterflies. by Dana Rouse