Get That Look
- Brand
- JCPenney
- Year
- 2008
- Objective
- Sales
- Industry
- Retail
- Mechanic
- Other
- Platform
- Web
- Agency
- North Kingdom
- Added
- October 2026
- 1
The player enters a branded microsite built as a choose-your-own-adventure game that reimagines the 1985 teen movie The Breakfast Club with a modern cast.
- 2
The player picks one of four teenage characters to play, each tied to a different JCPenney lifestyle clothing line.
- 3
The player dresses the chosen character in outfits pulled from JCPenney's clothing range, and each clothing choice steers the story down a different branch.
- 4
The selected branch plays out as a remixed version of Breakfast Club scenes acted by the modern character in the chosen outfit.
- 5
Along the way the story opens into a short mini-game matched to the character's lifestyle brand, such as paper football or a Pac-Man-style chase.
- 6
The player saves favorite outfits to a virtual locker that functions as a running collection of chosen looks.
- 7
From the locker, the player can click through to JCP.com to buy the same items.
- 8
The site also invites the player to text a keyword to a short code to opt into style tips, offers, and downloads.
Objective
JCPenney needed to pull teen shoppers into stores during the make-or-break back-to-school season and shake its reputation as a basics retailer rather than a fashion destination. Saatchi & Saatchi built the campaign around the resurgent nostalgia for The Breakfast Club, using the film's high-school cliques as a showcase for JCPenney's teen lifestyle labels — Decree, American Living, Whitetag, and Fabulosity. The goal was to get teens dressing the characters themselves, not just watching another ad.
Solution
At jcp.com/getthatlook, the player picks one of four teenagers already familiar from the TV spots and starts dressing them from JCPenney's lineup. Which outfit they choose sends the character's story down a different branch, and each branch opens a mini-game matched to that character's world — paper football for the American Living kid, a round of Pac-Man for the Fabulosity one. Every piece of clothing picked along the way lands in a "virtual locker," which doubles as a shopping cart the player can carry straight through to JCP.com to buy the look. Before leaving, players are also invited to text STYLE to the short code JCP4ME to keep getting outfit ideas and offers on their phone.
