- 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. Headed up by rock legend Lenny Kravitz, we united people in their love of denim to convince teens (and their moms) that Kohl's is the ideal place to go for back-to-school shopping.
TV spots, featuring Kravitz’s hit song, “Love Revolution,” drove 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 celebrities from different musical genres, known for their distinct personal style, to influence designs for the store’s exclusive back-to-school clothing lines.
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.