In 1983, a Zamboni started its life, resurfacing the ice at a small arena in South Dakota. After decades of service, the Zamboni was retired and put into storage. But before it rusted to pieces, Target was approached with a branding opportunity. After a quick tune up and a cosmetic overhaul, the Zamboni started its new life as Target’s “Red Hot Seats” – hauling handfuls of lucky fans in right-handed laps around the rink between periods during NHL home games in front of 18,000-person crowds at the Xcel Energy Center, in St. Paul, MN.
After a few seasons as the Red Hot Seats, it was time for something new. The creative brief was simple – “Make it read ‘Target’ at a glance.” Target’s in-house agency came up with a bunch of ideas, but presented only one – “The Big Red Basket.” In partnership with TivoliToo, a custom 3D fiberglass shell was fabricated in record time, sanded smooth, painted a glossy PMS 186.
Agency: Target inHouse
Creative: Jason Langer, Jon Baugh, Allan Peters, Andy Thieman
Account: Karen Deutsch
Art buyer: Katie Wright
3D Studio: TivoliToo