2010 GOLD

FASHION & STYLE

BEWARE OF THE DOGHOUSE

JCPENNEY, J.C. PENNEY COMPANY, INC.

Mike Boylson, EVP, Chief Marketing Officer
Ruby Anik, SVP, Director of Brand Marketing
John Ranney, Marketing Director, Fine Jewelry

SAATCHI & SAATCHI

Gerry Graf, Chief Creative Officer
Jason Musante, VP, Creative Director
Josh Rubin, VP, Creative Director
Shel Kimen, Strategic Planner
John Swartz, VP, Integrated Production

OMD

Mary Krueger, Channel Planning Director

RAZORFISH

Emily Praven, Sr. Account Manager

When JCPenney wanted to get men to buy diamonds for their women at the holidays, we didn't resort to using images of women jumping for joy or give guys lectures on the 4C's. Instead, we created a cautionary tale for men everywhere. For years, men have referred to being in trouble with their wives as being 'in the doghouse'. It was just a figure of speech, until now. We brought the doghouse to life in an integrated, multi-platform campaign that let guys know that no bad gift shall go unpunished.