I love dogs. Which I realize isn’t a very unique stance, but that doesn’t make it any less true. 

Dogs are one of those subjects that just sit in the back of my brain waiting for a brief. So when JC Penney wanted a fun and engaging way to promote the fact that their in-store portrait studios also take pet photos I knew exactly what to do.

And that solution was JC Penney’s Senior Stars campaign. A campaign focused on highlighting frequently overlooked senior dogs from shelters throughout the country with special photo shoots, in-store and online spotlights, and donations to the shelters themselves. 

The best part?

Senior dogs got adopted. Lots of them found homes. And while KPI’s and metrics are great— getting these white-faced pups actual physical homes feels like the ultimate win.