Project description: In 1983, a new Zamboni started resurfacing the ice at a small arena in South Dakota. After decades of service, the Zamboni was retired and put into storage. But before it rusted to pieces, Target was approached with a branding opportunity. After a quick tune-up and a cosmetic overhaul, the 'Big Red Basket' was born. The creative brief was simple, 'Make it read 'Target' at a glance.' Three weeks later, the best version of our favorite concept debuted at the Xcel Energy Center in Saint Paul, Minnesota, before a sold-out crowd of 10,000 fans.