Sponsored by JCPenney and the American Advertising Federation, the client asked ad teams from across the country to create an integrated marketing campaign to increase market share and share of wallet among females 25-34. The “Simplify” campaign was a result of our key insight: consumers are overwhelmed by the hundreds of choices that are given to them while shopping. Our advertisements (TV & Print) were to focus on the chaos that went on during shopping and then the simplicity of choosing JC Penney. This campaign won first in Districts and third at Nationals.