Wellness retreats have sprung up across America – but none like this one. JCPenney and Mischief @ No Fixed Address have launched a parody retreat to “cure” bad shopping habits. At the Retail Rejuvenation retreat six shoppers explore mindset mantras, trust falls and regret release primal screams to help them let go of chasing purchases that promise “great deals” but are disappointing.

The campaign leads with a four-minute documentary-style video, directed by Good Behavior director, Pete Marquis. It’s aimed at off-price shopping, retailers selling brand-name goods at major discounts, and re-establishes JC Penney as the trusted place for affordable, high-quality style without trade-offs. At the end of their retreat experience, the shoppers have learned “Yes, JCPenney” as their guiding mantra for affordable, quality, no-compromise shopping

Retail Rejuvenation builds on the Yes, JCPenney platform and will extend in-store later in August with Retail Regrets Trade-In, allowing shoppers to exchange an unwanted purchase for US$15 off a US$50 JCPenney purchase, with collected items donated through Good360, that delivers donated goods to families in need.

“Here’s what we know about you,” stated Marisa Thalberg, executive vice president, chief customer and marketing officer for Catalyst Brands. “You don’t want less. You want better for less. Better quality. Better brands. Better experience. Better value. Not because you’re asking too much, but because you’re asking for what we happen to believe every American deserves. Consider this our invitation to discover that style, quality and value really can exist together, without tradeoffs. You just may not have thought that the answer to it is JCPenney. Yes, JCPenney.”

Credits

Client: JCPenney
Marisa Thalberg: EVP, CCO & CMO
Carl Byrd: SVP Creative & Brand Synergy
Arthur Wayne: VP Global Creative Marketing & PR
Lisa Schoder: VP Integrated Marketing
Sheazanne Ferlita: Creative Director
Keely O’Connor: Senior Manager
Tara Geraghty: Head of Marketing Ops & Creative Services
Jamie Sancen: Director of Photography and Broadcast Production

Creative Agency: Mischief @ No Fixed Address
Greg Hahn: Co-Founder and CCO 
Kevin Mulroy: Partner & Executive Creative Director
Dana Buckhom & Tanner Thompson: Creative Directors
Luke Johnson: Senior Art Director
Alli Walker: Senior Copywriter
Will Dempster: Partner & Head of Production
Tati Lanier: Senior Producer
Sophia Ortiz: Producer

Production Company: Good Behavior
Pete Marquis: Director
Victoria Guenier: Executive Producer 
Adam Lawson: Head of Production
Joe Meade: Director of Photography
Geoff Flint: Production Designer
Danielle Minch: Editor @Mackcut