- McCann NY
- Philip Andelman
- Concept Development
- Campaign Execution
Kohl's, the largest department store chain in the U.S., wanted a show-stopping back-to-school campaign with cross-generational appeal. The company partnered with different musical artists to represent Kohl's signature brands. Headed up by rock legend Lenny Kravitz, the campaign aims to unite people in their love of denim and convince teens (and their moms) that Kohl's is the ideal place to go for back-to-school shopping.
TV spots featured Kravitz’s hit song, “Love Revolution,” that acted as the campaign's rallying cry, driving viewers to a microsite where they could shop different collections and gain access to exclusive branded content like artist interviews and behind-the-scenes videos.
Working with Kohl’s, we chose artists who represented different musical genres and fashion styles. They not only influenced the designs for the store’s signature back-to-school clothing lines, but put their own unique musical touch on the "Love Revolution" song.
Tying the campaign all together is the slogan, "Inspired By Artists, Worn By You,” emphasizing the personal style connection between celebrity and individual.
The “Inspired” multimedia campaign received favorable reviews and significant sales even during a challenging economic time. By tapping into the dynamic convergence between fashion, music and culture, Kohl’s quickly moved to a position of leading influential retailers. The unique fashion collections appealed to a diverse group of shoppers, expanding their audience even further. In addition to the national advertising, the fully integrated campaign consisted of a consumer engagement contest, in-store graphics, online and digital media, direct mail and public relations. Kohl's currently has over 1,110 stores nationwide and is listed in the Fortune 500.