For the holidays, JCPenney wanted to own giving—not just gift-giving, but also the altruism of giving as a whole. To embody that word, creating a domino effect of giving throughout the season.
I concepted a campaign to own giving through the Jingle Team. Every act of giving would be sponsored by them, giving our narrative a common thread throughout the season. The campaign also created a one-of-a-kind way to not only have JCP give, but encourage others to give also, making the campaign both trackable and remarkable.