JCPenney: Power of the penny

Would you pick up a penny? To change people's perceptions about the penny, as well as JCPenney, we filmed this stunt in Charleston, SC and rewarded anyone who picked up a penny with JCPenney prizes. Some lucky people even won an entire room filled with furniture and more.

Executive Creative Director Cliff Skeete
Executive Creative Director James Cheung
Copy Writer Peter Min

Using Format