The creation of an integrated, brand-immersive platform, “JCPenney Jam, The Concert for America’s Kids”. The program was an industry-first, cross-media initiative built around the biggest names in music. It targeted both consumer bonding and community relations objectives – and surpassed everyone’s expectations. While music served as the emotional driver, a broad mix of communication channels delivered powerful messaging.
The creative centerpiece was a CBS TV primetime special featuring a mega-list of iconic musical artists including Jon Bon Jovi, Sting and Mary J. Blige; country superstars Kenny Chesney, Sara Evans and Martina McBride; jazz star Chris Botti, rock supergroup 3 Doors Down, legendary vocal tenor Andrea Bocelli, Latin Grammy-winning pop star Alejandro Sanz and Grammy-winning R&B artist John Legend.
The concert was recorded for television with 21 cameras in high-definition before 6,000 fans at LA’s historic Shrine Auditorium. It was hosted by network celebrities Dr. Phil and Robin McGraw – and directed by 16-time Grammy winner, David Foster.