Everything blooms in spring. If we look closely at these natural changes the footage is often quite extraordinary. During this season the mindset of the consumer begins to change as well. The “Spring Changes Everything” campaign was designed to connect Sears with the season and make the store a resource for any spring “change.”

The campaign featured television spots that showed Sears products growing from seedlings, a print campaign comparing new Sears fashions to spring flowers and a web game where a consumer can grow an interactive garden online using Sears tools.