In 2021, the biggest football game of the year kicked off as usual… in the midst of a most unusual year. The ongoing pandemic meant that Super Bowl LV could only be enjoyed in small groups, and fans had to limit gatherings to only their nearest and dearest.

As it happens, the 2021 Super Bowl was the 55th time the championship was played. It was scheduled for February 7, one week before Valentine’s Day—in a tumultuous time, it seemed like Super Bowl LV was made for L(o)V(e).

This campaign concept for Roundel for Target is all about the passion that Guests have for Target, the bonds of families and friends, and the fierce love that fans have for football. We imagined persona-based content and creative, designed to inspire fans of all types—from the Kitchen QB and the Squad Captain, to the Beauty Scout and the Tech Trainer—so that virtually any Guest (or Target vendor) could find their own LV for the brand.

The following is a selection of creative from a detailed presentation package.