For the past several years, we’ve collaborated with Target to create dynamic, large-scale, and compelling activations at the ESSENCE Festival of Culture – the largest annual festival celebrating Black joy. To drive engagement with Black millennials through storytelling, cultural connections, belonging, and shared values, we’ve created an unmissable footprint each year that reflects Target as the ultimate conduit to Black commerce.
In an unprecedented execution, we’ve turned Target’s activation footprint into a fully functioning roller rink where attendees could skate their hearts away to lively music and watch showstopping performances from professional skate teams. We’ve held dance competitions and performances from HBCUs around the country to celebrate Hip Hop’s 50th anniversary. We’ve delighted attendees with surprise appearances from iconic Black celebrities. Perhaps most importantly, we’ve highlighted Black-owned businesses, products, and voices through extensive gifting, custom displays, murals, founder spotlights, and product placement.
Our work with Target underscores the brand’s bold commitment to supporting the Black community, fueling Black culture, promoting Black intersectionality, and spreading joy.
