For Kmart Apparel, our campaign was all about championing our audience, the stylepreneur. They’re the people who don’t need a designer name or an expensive price tag to tell the world they have style. Kmart had the opportunity to tell street-wise shoppers that there was still room to stand out, even on a budget.
Copywriter: Courtney Vincent
A street casting contest and promotions on Kmart’s Shop Your Way platform culminated in an integrated social + live remix contest in New York hosted by one of the co-host’s of the Fashion Police. The remix consisted of a series of video challenges to bloggers and Stylepreneurs everywhere to put together their best “looks” using specified Kmart pieces.