Target wanted more cred in the healthcare industry. So rather than create a traditional B2B campaign, we created a crowdsourced healthcare innovation contest. It was aimed at, and judged by, influencers in the health and design industries. Along with a cash prize, the winner won a partnership with Target to bring their idea to life. The PR machine buzzed, influencers influenced and entries poured in – successfully earning Target cred while staying true to the brand's DNA of simplicity and design partnerships.