JCPenney is treating bad shopping habits like a condition that needs fixing in a new campaign directed by Good Behavior’s Pete Marquis.
Titled “Retail Rejuvenation,” the four-minute film follows six shoppers attending a fictional Retail Rejuvenation Retreat, where they work through everything from clothing cleanses to mindset mantras before discovering JCPenney as the answer to their shopping frustrations.
Produced by Good Behavior and created by Mischief @ No Fixed Address, the campaign extends JCPenney’s “Yes, JCPenney” platform with a comedic take on the compromises budget-conscious shoppers often feel they have to make. Watch below:
REELated:
Pete Davidson turns 9/11 remembrance into action
The work is backed by recent JCPenney research showing that 88% of discount shoppers surveyed said the retailer is easy to shop, while 76% said they find what they came for in their size. Another 77% said they already feel a sense of peace of mind when walking into a JCPenney store.
Among budget-conscious shoppers, 87% agreed a visit to JCPenney is worth their time, while 92% said they felt confident they had gotten a good deal.
“Here’s what we know about you,” said Marisa Thalberg, executive vice president and chief customer and marketing officer for Catalyst Brands. “You don’t want less. You want better for less.”
Thalberg said the campaign is designed to challenge the assumption that shoppers have to trade quality, brands or experience for value.
“Consider this our invitation to discover that style, quality and value really can exist together, without tradeoffs,” she said.
The campaign will also move from film into stores Aug. 28-30 with a “Retail Regrets Trade-In” activation. Shoppers can exchange an unwanted purchase for $15 off a $50 JCPenney purchase, with collected items donated through Good360.
CREDITS:
BRAND: 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
AGENCY: 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
PRODUCTION COMPANY: Good Behavior
- Pete Marquis, Director
- Victoria Guenier, Executive Producer
- Adam Lawson, Head of Production
- Joe Meade, Director of Photography
- Geoff Flint, Production Designer
