JCPenney’s new campaign “Retail Rejuvenation,” which treats bad shopping habits like an illness, was produced by Good Behavior and directed by Pete Marquis. The four-minute film follows six shoppers at a Retail Rejuvenation Retreat to start healing those bad shopping habits – from clothing cleanses to mindset mantras – and see the light at JCPenney.
The campaign highlights a recent JCPenney survey that found 88% of discount shoppers said it’s actually easy to shop at JCPenney, 76% said they find what they came for – in their size – and 77% already feel that peace of mind when they walk through our doors. * Another 87% of budget conscious customers agreed their “visit to JCPenney is worth my time,” and 92% confidently said, “I got a good deal” at JCPenney.
“Here’s what we know about you,” said Marisa Thalberg, executive vice president, chief customer and marketing officer for Catalyst Brands. “You don’t want less. You want better for less. Better quality. Better brands. Better experience. Better value. Not because you’re asking too much, but because you’re asking for what we happen to believe every American deserves. Consider this our invitation to discover that style, quality and value really can exist together, without tradeoffs. You just may not have thought that the answer to it is JCPenney. Yes, JCPenney.”
The campaign was created by Mischief @ No Fixed Address and extends the retailer’s “Yes, JCPenney” platform. It will also move into stores Aug. 28-30 with a “Retail Regrets Trade-In,” allowing shoppers to exchange an unwanted purchase for $15 off a $50 JCPenney purchase, with collected items donated through Good360.
CREDITS
JCPenney
Marisa Thalberg EVP, CCO & CMO
Carl Byrd, SVP Creative & Brand Synergy
Arthur Wayne, VP Global Creative Marketing & PR
Lisa Schoder, VP Integrated Marketing
Sheazanne Ferlita, Creative Director
Keely O’Connor, Senior Manager
Tara Geraghty, Head of Marketing Ops & Creative Services
Jamie Sancen, Director of Photography and Broadcast Production
Mischief @ No Fixed Address
Greg Hahn, Co-Founder and CCO
Kevin Mulroy, Partner & Executive Creative Director
Dana Buckhom Creative Director
Tanner Thompson, Creative Director
Luke Johnson, Senior Art Director
Alli Walker, Senior Copywriter
Will Dempster, Partner & Head of Production
Tati Lanier, Senior Producer
Sophia Ortiz, Producer
Good Behavior
Pete Marquis, Director
Victoria Guenier, Executive Producer
Adam Lawson, Head of Production
Joe Meade, Director of Photography
Geoff Flint, Production Designer
Marisa Thalberg EVP, CCO & CMO
Carl Byrd, SVP Creative & Brand Synergy
Arthur Wayne, VP Global Creative Marketing & PR
Lisa Schoder, VP Integrated Marketing
Sheazanne Ferlita, Creative Director
Keely O’Connor, Senior Manager
Tara Geraghty, Head of Marketing Ops & Creative Services
Jamie Sancen, Director of Photography and Broadcast Production
Mischief @ No Fixed Address
Greg Hahn, Co-Founder and CCO
Kevin Mulroy, Partner & Executive Creative Director
Dana Buckhom Creative Director
Tanner Thompson, Creative Director
Luke Johnson, Senior Art Director
Alli Walker, Senior Copywriter
Will Dempster, Partner & Head of Production
Tati Lanier, Senior Producer
Sophia Ortiz, Producer
Good Behavior
Pete Marquis, Director
Victoria Guenier, Executive Producer
Adam Lawson, Head of Production
Joe Meade, Director of Photography
Geoff Flint, Production Designer
Danielle Minch, Editor @ Mackcut
