Target back to school campaign

As you stock up on No. 2 pencils and notebooks for your kids, they’re probably perusing the aisles for a brand new backpack and a first day outfit.

Kids are the real style leaders today—their youthful confidence inspires bold outfits that look like mini versions of ensembles splashed across street style blogs.

This back-to-school season, Target is shining the spotlight on sartorialists-in-training with a marketing campaign that feels as unique as kids themselves.

The broadcast TV spots focus on telling stories around classic classroom moments that make students feel like real-life heroes in school. The ads feature real kids (not actors) to capture real, authentic reactions. Below, we went behind the scenes at the ad shoot to chat with Target’s creative director Fiona Mitchell and writer Eric Burnett. Take a look!

Now it’s time to pass the mic over to the star students! Below, the kids school us on back-to-school style. Spoiler alert: polka dots are gonna be big.

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