The JCPenney Club – A Get That Look Production

Objective

JCPenney launched a back-to-school campaign in summer 2008 leveraging the cultural nostalgia of the 1985 film 'The Breakfast Club' to engage young consumers and drive fashion retail sales. The campaign aimed to position JCPenney as a destination for on-trend clothing by connecting the iconic film's character archetypes with contemporary styling.

Solution

The campaign combined television commercials and an interactive website (jcp.com/getthatlook) that recreated scenes from The Breakfast Club with contemporary fashion. The creative featured a remix of Simple Minds' 'Don't You (Forget About Me)' by New Found Glory and showcased JCPenney clothing through visual styling. The interactive component allowed audiences to engage with fashion choices tied to character personas from the film, bridging pop culture and e-commerce.