AMERICAN LIVING CAMPAIGN
Brief: Create the American Living Brand Campaign launch for JCPenney including original visuals and voice. American Living is a JCPenney brand, with product and marketing created through Ralph Lauren's in-house Agency and product teams.
Campaign: Introducing American Living. Inspired by Life Magazine and photographed with a mix of models and the local people of a small town in Virginia. Large print campaign and 5 separate commercial cuts premiere during the Academy Awards. A digital social campaign featuring real stories of some of the cast.
Channels: Network TV spots; Multiple magazine print campaign; In-store visuals and video; Digital social stories