JCPenney Design


Holiday retail success starts at the employee level.

Before an advertising campaign can rally customers to break down sliding glass doors on Black Friday for gift deals, a department store must first rally the people who truly make the Christmas shopping experience possible: their employees. So we devised an “invertising” campaign for JCPenney associates working across 1,100 stores nationwide called RULE THE YULE that included everything from a break room motivation video and interactive advent calendar to a comical step-by-step digital handbook on how to help mom be a bona fide Christmas captain. In the end, every JCPenney employee had what they needed to help Mom make the most of her holiday season and be the commander in cheer we know her to be.

Associate Handbook

Associate Video