Monthly Love Catalog Covers, in conjunction with agency partner PMH
JCP’s “Monthly Love” campaign highlighted what’s special about each month and demonstrated that JCP is in step with the rhythm of its customers’ lives. New work ran on the first day of every month and was coordinated across channels (TV, magazines, outdoor, online, catalog covers and inside the store).
The look of the campaign was a nod to Norman Rockwell’s Saturday Evening Post covers with a modern twist (“Modern Rock”). The aesthetic conveyed JCP’s rich American heritage while still giving the brand a contemporary feel. In August, we introduced free haircuts for kids, which resulted in 1.7 million haircuts given away – a giant traffic boost for the important back to school season.