Kohl's - JLo x VMA

Kohl's series of TV spots during the AMA awards set out to be way more than just commercials. The ask: break a mold. The answer: choose-your-own-adventure style commercials that allowed viewers to live-tweet in real time what spots they wanted to see next. This integrated, interactive campaign was made even more buzz-worthy with celebrity talent and humor-spiked scripts that reached beyond product to build brand love.