As JCP has been revamping it's merchandise and styles, but their target shoppers are not thinking of JCP. To drive awareness, R/GA was tasked to compare JCP products to their direct competitors by boldly illustrating similarities in quality and style and differences in price.
The Concept: Can you spot the difference?
From the initial pitch concept through execution, I was the lead designer/AD on the JCP Compare banner campaign. I was the art director at the JCP photo and video shoot for capturing the assets used across the campaign. I also lead the designer of the Homepage Takeover banner units.
ECD: Rob Smiley
CD: Lauren Godfrey
ACD: Sean Kelley
Designers: Brendan Finlayson, Cinday Chan, Fatimah Kabba, Marina Guerra, & Robyn Pace
CW: Patrick Holly
Producer: Scott Purdy