For the holiday season, Mother New York turned Times Square into a collage of holiday greetings interpreting “12 Days of Christmas" with a New York twist to showcase Target's love for NYC. As you can see from the ads below, Mother found creative ways to incorporate the NYC lifestyle into the famous Christmas story.
The target story goes as followed: On the twelfth day of Christmas my true love sent to me...
- twelve drummers drumming
- eleven pipers piping (an oil fin heater)
- ten lords a-leaping (men in suits on stairs)
- nine ladies dancing
- eight maids a-milking (meter maids)
- seven swans a-swimming (ice skaters)
- six geese a-laying (parents with prams)
- five golden rings (bagels)
- four calling birds (hotel porters calling taxis)
- three French hens (french horn players)
- two turtle doves (pigeons on a Don’t Walk sign)
- and a partridge in a pear tree!
This outdoor advertising is very effective because thousands of people pass through Times Square a day and are going to see the ads. People are then going to associate Christmas WITH Target, therefore causing them to shop there for their holiday gifts and winter apparel.
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