"Make It Yours"

The Spring campaign deputed on Oscar night and unveiled a new tagline, logo and a breakthrough way to communicate that unique style doesn’t have to come at a cost.

Special edition publication of People Style Watch hits the stands the day after the Oscars. The spot airs the night before and shows shoppers how they can turn Style Watch’s “Must-Haves” into can-haves

Famous fashion blogger, Geri Hirsch, makes her TV debut during the red carpet show, where she hand-picks pieces from the collection as she and a friend prepare for an Oscars party. Featured styles are simultaneously posted during the award show on JCPenney’s Facebook page.

A partnership with Cindy Crawford rounds out the TV campaign

Out-of-home creative around the flagship JCP Manhattan location included wall wraps and wild postings in subways stations and on streets leading to the store.

Website takeover and pre-roll