For Target’s ‘Force Friday’ merchandise launch, Deutsch allied with MediaMonks to produce a crowd-sourced collection of Star Wars memories. Visualized as vast constellations depicting fans’ all-time film favourites, the memories can be explored in an interactive universe made from user-generated content. The visualizations are rendered in real-time 3D, allowing fans to upload their own memory to the ever-expanding galaxy and see how it sits among the stars. Share your memory in the constellation of your favourite character, or explore how fans are connected by the force in this WebGL content platform of galactic proportions.

The campaign is picked up by several media like Mashable, AdAge & DigitalBuzz, but also embraced by the StarWars community.
And… Mark Hamill tweeted something, which is a pretty big deal.

• FWA Adobe Cutting Edge Award — Target: Share The Force
• Mobile of the day — Target: Share The Force