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WRITING – JCPenney jewelry mailer, February 2012
February 2012 was the launch of JCPenney’s completely new advertising campaign under a new CEO, and the overall creative direction changed instantly throughout the company. This mailer was my first opportunity to play with the new copy voice, which was to connect with the reader in an emotional, rather than promotional, way. And this being a jewelry piece in February, I played to the obvious themes of Valentine’s Day and love but in a fun, creative way.