JC Penney created a back to school marketing campaign entitled “Get That Look”. With a theme of “The Breakfast Club” – one of pop culture’s ultimate teen movies that is currently experiencing a resurgence among today’s youth – the campaign highlights the array of lifestyle brands available at JC Penney. Created with Saatchi & Saatchi New York, the campaign features both traditional and non-traditional media components. The mainstream campaign can be found here.

What’s interesting with this campaign is that the grassroots online version of “Get That Look” has college age Asian American Youtubers as spokespeople. Among the four Asian American used include Kina Grannis (HAPA – Japanese), David Choi (Korean), Natalie (Filipino), and Kevjumba (Chinese). JC Penney fused the popularity of these YouTubers with the fashion and style of each person. Kina Grannis and David Choi created a duet entitle “my time with you”. They also each created their own music video. Natalie and Kevjumba utilize their comedy as part of the campaign. Also of note is that the whole Asian American version is run on xanga.com, a site where many teens blog.

Check out the Get That Look – Asian American edition here. You can also vote on the best outfit and could win a $400 JCPenney gift card.

What do you think of the campaign?

Natalie in the Get That Look campaign

Kevjumba in the Get That Look campaign