A few years before his death, Alexander McQueen created a collection for Target. My assignment was to create high-impact ads aimed at fashion-aware women in cities using non-traditional media in a provocative way.
These Out-of-home solutions employed novel, mobile transparent billboards in locations that hijacked the media of other design houses and superimposed the fashions on local statues.
Target :: McQ for All
Target :: McQ vs Calvin
From the right angle, this small, cheap media made it look like the CK model was wearing McQ.
A large part of the appeal to consumers was that normally they could never afford something by a designer like McQueen, but Target democratized it greatly, making this execution that dressed the Statue of Liberty particularly well Targeted. Sorry, couldn't resist.
