Money Can’t Buy Style

Kmart was not being considered for fashion purchases. But we uncovered a consumer insight to turn that around: there was an underserved, iconoclastic Kmart shopper that loved style and knew how to rock it, regardless of price. So we made them the stars of a street-meets-style campaign. We cast real people – and let them do their wardrobe, hair and makeup themselves.

The result? Energy and authenticity jumped off every screen – showing cash-strapped shoppers they could still stand out. We also added digital tools to help them make the most of what they’ve got and share it.