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JCPenney | NSAC 2011
The National Student Advertising Competition is hosted annually by the American Advertising Federation. College teams across the country compete by crafting a year-long integrated marketing campaign for a sponsoring client.
In 2011, the sponsoring client was JCPenney. Our team developed the tagline “Make Your Move,” and a Spanish counterpart, “Es Tu Turno.” These lines were shown to inspire the spontaneous, go-getter attitude of the young female target consumer.
The campaign featured a complete media plan including a variety of digital, outdoor, social media and publicity activations across the country, as depicted in mockups below.
The culmination of the competition is a live multimedia presentation to a panel of judges, which took place in Los Angeles, California for our district. The leave-behind plans book you can view below serves as the physical manifestation of the (figurative) blood, sweat and tears our team poured into this months-long project.
Other Items Worked On (Not Pictured):
20-Minute Pitch Presentation
30-Second TV Spot
Stage Displays
Many Lessons Learned
Main Contributions:
Copywriting
Concept Development
Graphic Design
Creative Direction
Print Production