CLIENT
J.C. Penney Company, Inc.
Mike Boylson, EVP, Chief Marketing Officer
Ruby Anik, SVP, Director of Brand Marketing
John Ranney, Marketing Director, Fine Jewelry
AGENCY
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
SUMMARY
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.
