Given the competitiveness of the marketplace, our challenge was to create a breakthrough campaign to improve awareness and consideration for Sears as an appliance and home services destination. The campaign positioned Sears associates as your knowledgeable, friendly and trusted advisors, placing the customer's need before their own. The tone of this campaign employed humor to emphasize a situation or strategic pillar- price match, selection, top 10 brands, delivery, services, etc...
Sears’ Blue Crew are your trusted experts help you get exactly what you need in a way that suits your family, your budget and your lifestyle. They literally eat, sleep and live for appliances and services. They are the understated, Save the Day heroes that always deliver.
Agency: Y&R Chicago
Sears’ Blue Crew are your trusted experts help you get exactly what you need in a way that suits your family, your budget and your lifestyle. They literally eat, sleep and live for appliances and services. They are the understated, Save the Day heroes that always deliver.
Agency: Y&R Chicago
Identity_Logo
TV Advertising
TV, 00:30 GM, "Cold Feet"
TV, 00:30 GM, "Green or Purple"
TV, 00:30 GM, "Jai Lai"
TV 00:30 GM "Look Like Brett Favre"
TV, 00:30 GM, "Puppets"
TV, 00:30 GM, "Vermillion"
TV, 00:30 GM, "Circle of Trust"
TV, 00:30 GM, "RAD"
Print_National Ad
Print_Store Signing
Product Photography
AWARDS
2009 RAMA
Racie- retail award for creativity, innovation & excellence
BRONZE
Single media campaign (broadcast/TV)- Blue Crew
Client: Sears
Agency: Y&R Chicago
Racie- retail award for creativity, innovation & excellence
BRONZE
Single media campaign (broadcast/TV)- Blue Crew
Client: Sears
Agency: Y&R Chicago
