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A great example of how storytelling works to revitalize a brand, JCPenney came to Saatchi in 2007 in trouble. Like the merchandise in their stores, the advertising was a series of boring product shots screaming slashed prices. So, we created the campaign "Everyday Matters". In just two years, share prices went from $13 to over $80, Penney's was named retail marketer of the year, we had the most awarded campaign of the year, and we helped consumers fall in love with a century old brand, again.