We brought the proverbial doghouse to life in an integrated campaign designed to scare men into buying diamond gifts at JCPenney. The campaign centered around a website, bewareofthedoghouse.com (now offline). We invited women across America to put their man into the doghouse and shame him till he got her right gift. People could go on the site and see who was in there and why. The viral film on the site showed the pitfalls of being banished to the doghouse and showed them that a nice diamond gift from JCPenney was he only way out.
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