A band that has resisted corporate sponsorships and has an army of die-hard fans, Pearl Jam represented some unique challenges to overcome. By creating an activation that offered fans a deeper level of engagement and band access, Target created a buzz-worthy event that made core fans energized and every band wanting to get the same level of treatment. The key, get a band who hates music videos to make a music video. Better yet, stay true to who they are and where they came from.

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It all starts in Seattle, where Target rents the famous Showbox theater, the same place Pearl Jam got their start. 

300 music fans get a chance to come to a super secret show, where they know live footage will be filmed for a music video, but don't know who for. Oh, and Cameron Crowe is directing, but they don't know that either.

 

The lights go down, the guitars scream and Eddie Vedder lets out his growl as Pearl Jam warms up the crowd with a mini 5 song performance leading into the filming of the music video, energizing new and old fans alike and creating buzz for the secret show. 

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ROLE: Creative Director, Target

Agency: Wieden & Kennedy

Director: Cameron Crowe

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