Target approached Kirshenbaum about the creation of a campaign that would help build its image as an upscale, trendy retailer to an audience that might not have traditionally considered Target cool. One specific goal was to showcase fashion items to an urbane audience that was not aware of or did not even think of Target previously as fashionable. The ads feature everyday items that combine with each other and play off the model in a novel way: a sleeping bag as a skirt; a vacuum cleaner as a set of bagpipes; a cat bed as a stylish a hat. Prices are included to prove the value of the goods, but are kept in relatively small proportion so as to allow the ads to remain a branding mechanism. This combination proves Target can be both practical and stylish at the same time.