The Brief
To create a festive multi-brand activation at Gillette Children’s Hospital. The collaborative effort between Target and the Minnesota Twins intended to provide an experience for out-patient and in-patient populations. The goal was to bring delight to each patient by offering gifts, goodies, and the opportunity to create lasting memories. In doing so, we aimed to counter the sterile atmosphere often associated with children’s hospitals during seasonal visits, infusing the facility with a sense of joy and festivity.
Our Work
Design | Build | Production | Logistics
Our approach embraced a spectrum of innovative ideas with a focus on sustainability, accessibility, and longevity. With these considerations, we created an event layout to activate environmental and guest engagements. We utilized branded elements and materials that could be repurposed or reused to reduce waste and add a unique touch to the event decor. Ramps and accessible pathways were seamlessly integrated to allow everyone to participate fully in the festivities regardless of their mobility. Additionally, we envisioned an event that was not just a one-day affair but a festive space that would last throughout the holiday season. The plan was for the decor to remain throughout the season to provide a lasting source of joy and inspiration for the children, their families, and hospital staff.
The Experience
Upon entry, children received a special lanyard that was a roadmap to the interactive experience. From there they could choose their own adventure, with a variety of stops along the way. The event featured an array of activities, including DIY gift-making stations, a free book store, loaded claw machines, seasonal giveaways, photo opportunities, festive face painting, and more. Patients enjoyed the warmth of the season at the cocoa and treat stations.
The event featured Minnesota Twins players, and friendly mascots roaming around to interact with the children. Their presence added a special layer of excitement and connection to the community and the participating brands. For added fun and surprises, there was a scrolling GIF photo booth that allowed the children to virtually toboggan through different winter wonderland scenes, creating memorable keepsakes of their day.
Caregivers and parents were not forgotten, as we set up a dedicated gift station, recognizing and appreciating their crucial role. These innovative elements combined to create an extraordinary and heartwarming experience at Gillette Children’s Hospital, celebrating the spirit of the season with creativity, sustainability, and inclusivity at its core.