Kmart

Andrew Stein - CMO, VP of Mktg. Planning
Mark Andeer - VP, Creative

FCB Chicago *Lead Agency

Todd Tilford - CCO
Chris Bing - SVP, Group EP/Agency Producer
Cayne Collier - Writer
Eric Collins - VP, Design Director
Brian Cooper - SVP, Director, Content
Joey Ellis - VP, Design Director
Jon Flannery - EVP, Executive Creative Director
Larry Pipitone - VP, Design Director

Kmart had everything for back-to-school, but kids had no idea. They weren't talking about the brand, and they weren't hearing about it from friends. Our challenge was to give Kmart the street cred it was lacked by celebrating an authentic kids culture reflective of the urban, multi-cultural lives of Kmart shoppers. By tapping into their music, language, humor and fashion, Kmart elevated this culture and lifted storewide back-to-school sales with exceptional consumer engagement, and a rethinking of what Kmart fashion is all about.