JCPenney: Worth It
Campaign commercials for JCPenney, with AwesomenessTV
J.C. Penney is a national American department store chain offering affordable clothing and household appliances. Working with its agency, AwesomenessTV, JCPenney asked us to help conceptualize a campaign to reclaim its position as the trusted, trendy go to clothing retailer, aimed at the back to school season. The school year was a couple of months out and moms across America were getting ready to shop for new clothes and school items for their kids, so timing and trends mattered.
What We Did
We came alongside AwesomenessTV and the JCPenney team, and time was against us, so we moved quickly to settle on the focus and approach of the campaign. The household marketplace has many angles, and we needed one that could be relatable to a wide range of people, while keeping the desirability of the product and the heart of the consumer in focus. We took an all encompassing idea and hit home across many different lives.
We settled on the Modern American Mom and the importance of relationships. That created a feeling of intimacy between the brand and the family, while quietly showing that JCPenney understands current product trends and is a contender in the everyday retail space. The spots included "Where Did Summer Go?" and "Home Is Where Family Is."
By the numbers
- 5 commercial slots. Shot over a consecutive 10 day period.
- 5 million plus views. On Facebook, renewing the buzz around the JCPenney brand.
Services
Conceptualization, script writing, pre production, production, and post production.
