the rebrand
At best, people think JCPenney sells stuff they don’t want. At worst, they think it went out of business 8 years ago. So we were tasked with a total brand overhaul. One that reintroduces America to the once iconic American institution. And one that uses pre-concieved notions to its advantage. Because when you tell someone your outfit’s from JCPenney, you’ll probably have to repeat: Yes, JCPenney.
TO TEASE THE REBRAND, WE STARTED WITH EVERY CLIENT’S WORST NIGHTMARE.
Running logo-less ads in their very expensive media placements. In Time Square
and all over the country. When unsuspecting people scanned the code, they
were confronted with the shocking reality that—oopsies—they do actually like
clothes from JCPenney. And now they get a massive discount on them.
THEN, WE RELEASED OUR FIRST FILM CAMPAIGN.
WE’VE GOT THE RECEIPTS.
Nobody will believe you when you tell them you got a $300 designer top for $50 at
JCPenney. But that’s okay, because, as it so happens, we’ve got the receipts.
Following this initial launch, we created three more iterations of the campaign.
NEXT CAME THE HOLIDAY CAMPAIGN.
IT’S WHAT THEY THOUGHT THAT COUNTS.
When it comes to heartfelt holiday gifts for our loved ones, we all know it’s not about how
much you spend.
It’s about how much they think you spent. One spot in this campaign even
received critical acclaim such as: “it ruined Christmas” and, most notably, was “made by communists.”
This spot was pulled hours after airing. We apologize for ruining Christmas for the millions of young children watching CNN at 11 pm.
what does "bps" mean
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what does "bps" mean 〰️
AND IS THIS AN IMPRESSIVE AMOUNT OF IT?
1300 bps INCREASE IN SALES
900 bps increase in same store traffic
#1 Brand in mindshare gain
10% increase in relevance
2x consideration with gen z (NO CAP)
OVERALL BRAND
Role: Creative Director, Copywriter
Creative Director, AD: Tanner Thompson
ECDs: Bianca Guimaraes, Kevin Mulroy
WE’VE GOT THE RECEIPTS CAMPAIGNS
Role: Creative Director, Copywriter
Creative Director, AD: Tanner Thompson
Copywriters: Alli Walker, Sam Carlson
Art Directors: Luke Johnson, Jasmine Paylor
Director: Humans, Riff Raff Films
Editor: Mike Leuis
IT’S WHAT THEY THOUGHT THAT COUNTS
Role: Creative Director, Copywriter
Creative Director, AD: Tanner Thompson
Copywriter: Evan Shisler
Art Director: Marcus Lim
Director: Tom Green, Stink Films
Editor: Danielle Minch