Tell us about your role in the creation of this work.
Pereira O’Dell NY created the advertising campaign behind the launch of the new Jet.com, including TV, OOH, digital audio, and digital/social video.
Give us an overview of the campaign, what is it about?
The campaign, Our Carts are Different Here, underscores Jet’s importance to the lives of city-dwellers by telling their authentic, human stories. It tells the story of the Jet audience through two distinct lenses, both representative of their unique shopping needs. In video and audio, Jet celebrates heroes in uniquely city environments, and the OOH and digital elements use striking visuals to tell a similar story with products.
Tell us about the creative brief, what did it ask?
The challenge to teams was to make Jet an essential brand for people who live in cities by communicating that Jet lets you shop the best of the city, all in one place.
Which insight led to the creation of this piece of work?
The Jet target likes mixing and matching the high end and the low end and thinks both have a place in the way she searches, shops, and buys. There is no single resource (brick and mortar or e-commerce) that caters to this audience’s unique style and habits, and that’s where the new Jet comes in.
How did the client initially react to this idea?
The campaign was the result of a strong partnership between our agency and the Jet team. It was loved from the beginning – it’s true to the new Jet and tells their story in a unique and striking way.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
The Jet team were true partners throughout the entire process, and the concept was so much fun to bring to life. Pairing seemingly disparate items together was an exciting challenge that led to visually appealing content and stories.
Where do you see this campaign going in the future?
Our Carts are Different Here is something that we see evolving and continuing to grow along with the new Jet experience.