1982 - 2000
Sears Multimedia Work
Between my time at J. Walter Thompson-Chicago and Ogilvy & Mather-Chicago, the Sears account gave me a ton of opportunities and experience across many mediums and diverse categories: Apparel? Check. Home mortgages? Check. (Yes, Sears got into that game in 1986.) Appliances & Electronics? Check.
Whether it was an annual sale, new department launch, or spot for a specific department, my work not only came in regular waves; it was all over the waves.
1992
Sears Gift Registry TV Campaign
This followed on the heels of Sears’ foray into fashion with its apparel campaign targeting women and its accompanying tagline: “Come See the Softer Side of Sears.”
At first I was stumped about how to promote/group all the different offerings a customer could register for. Then inspiration hit: We weren’t selling a single, specific side of Sears — we were selling the many sides.
Hence, “Come Register for the Many Sides of Sears.”
Sears Gift Registry Print
The print campaign also played off of the “many sides idea,” highlighting the breadth of items/categories that you could register for.