Saatchi New York has added to the personality it is seeking for JC Penney’s, proposing an idea: to go through the crowds and do it with freshness, independence, self-style and self-confidence. I really like the musical mischievousness, its sustained popular approach and this entertaining way of outlining an easy, relatable personality for the brand.
Besides, it makes a lot of sense to go through life… surfing the crowd!