“More Than You Imagine” campaign for rebranding Kmart, seeking to re-energize the brand for today's competitive environment.
Selected as the winning campaign by a panel of marketing professionals. Competed in a class team competition as a simulated agency branding assignment, pitching against 11 other teams.
Our concept sought to create an emotional connection between Kmart and its core customer base, which largely consists of urban, lower-income families. We wanted K-mart to show a greater understanding of what its customers really want – the chance to pursue greater dreams. As a result, we re-imagined Kmart’s mission not as simply a low-price discount retailer, but as an “enabler of dreams” through affordable basics.