Campaign
GAP – ‘1969: LA and Beyond’
06 October 2011
BRAND:
Gap
CATEGORY:
Clothing/retail
REGIONS:
Global
DATE:
August 2011-ongoing
AGENCIES:
Ogilvy & Mather; Cool Hunting
MEDIA CHANNELS:
Digital; print; out-of-home
For the first time in Gap’s 42-year history, the clothing retailer has launched a global campaign focusing on its popular 1969 clothing line.
‘1969: LA and Beyond’ was designed with a global message so that different elements of the campaign would appeal to varying international markets.
Digital elements include 30- to 90-second vignettes and sponsored editorial on the brand’s Facebook page and YouTube. The short films centre on the day-to-day running of Gap’s denim design studio in Los Angeles, where the brand launched in 1969. The campaign focuses on the design team behind Gap’s 1969 collection and looks at how the jeans are worn in different cities by casting real-life consumers.
The campaign follows on from a management and agency shake-up earlier this year, which saw a new global creative centre being built and the appointment of Gap’s first global chief marketing officer, Seth Farbman.
“When I joined Gap I was surprised by the untold stories, particularly about our people and the experiences and situations they’re inspired by,” says Farbman. “This is our first step in sharing what’s different and inventive at Gap. We want our customers to see who’s behind the product, and how their personalities and lifestyles influence what we offer around the globe.”