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How Target keeps its ads green

News, 23 February 2015

DANA POINT, CA: Target, the retailer, has extended its commitment to sustainability through to the production of TV ads - thus showing it is possible for brands to reduce waste and still deliver impactful spots.

John Lick, the company's executive producer/broadcast, discussed this subject at the Association of National Advertisers' (ANA) 2015 Brand Masters Conference in Dana Point, California.

And Lick - who is also co-chair of the ANA's Production Management Committee - asserted that reducing its environmental impact was a crucial objective for the Minneapolis-based chain.

"Target's a leader in retail sustainability. So it's only natural that our production practices should follow suit," he said. (For more, including results of this effort to date, read Warc's exclusive report: Target finds B2B brand purpose in TV production.)

"The only question was how to do it in a global, consistent and affordable way" - all while consistently producing "really fun Target TV commercials," Lick continued.

"There's no reason why we can't craft wonderful TV commercials without sacrificing the planet … or our bottom line."

In progressing this vision, it has allied with EcoSet Consulting, a Los Angeles-based company that partners with organisations involved in advertising, television and feature-film production.

To date, Target has worked with EcoSet on approximately 175 shoots and has slashed the amount of waste from the retailer's advertising shoots

"With EcoSet," according to Lick, "we've gotten it down to zero waste."

And "zero waste", he reported, means at least 90% of material is kept out of landfill - either through being recycled or donated to operators such as community groups, non-profits and theatres.

Continued Lick: "At Target, belief in civic responsibility has been in our DNA practically from day one. It starts with our ongoing commitment to give $4m a week to the communities in which we do business.

"And it carries forward into our stores, from the way we build them to the products we put on the shelves."

Data sourced from Warc