CityTarget was about to open its first store in Portland. To win over its fiercely indie (i.e. big-box-hating) residents, we recommended against running the fancy national campaign and instead enlisted a local muralist duo to create the city's next mural: a crowd-sourced one.

To see the project, watch the video below or keep scrolling…

Using Instagram and out-of-home boards, we asked city residents to share photos of what they love most about their hometown. Proud PDXers flooded us with pictures of everything from cats to coffee cups...

Using Instagram, out-of-home boards and a mobile site, we asked city residents to share photos of what they love most about their hometown. Proud PDXers flooded us with pictures of everything from cats to coffee cups... And we turned all of these i

And we turned ‘em all into a work of art, painted live inside the windows of the new store.

The local reception was great, with people flocking to the store and even posting thanks on Target’s Facebook page. And most important, we avoided the protests that got Walmart booted out of Portland.