Drawing Inspiration from Cultural Icons Dressed in Gap's Holiday
Collection, the Brand's New Marketing Campaign Inspires People to Fill
the World with Love
TORONTO, Nov. 18, 2013 /CNW/ - Gap's new global marketing campaign,
"Make Love" focuses on giving and spreading love, hope and joy this
holiday season. The campaign continues to build upon the idea of
getting back to what matters most, which Gap introduced earlier this
fall with its "Back to Blue" campaign.
"For a few short weeks during the holidays, we become conscious of what
matters most to us. It's a time when moments turn into memories,
experiences become traditions, and gifts become sentimental reminders
that we'll cherish for years to come," said Seth Farbman, Gap's Global
Chief Marketing Officer. "Make Love is about giving love through
action, whether it's a service to others or a gift that's a
representation of love."
The new campaign, which includes print, outdoor, direct mail, social and
cinema plus new digital content daily, features an influential group of
artists and activists who are using their creative talents to make a
difference in the world.
Cultural Icons Sharing Love
Tony Bennett in a navy blazer and tapestry scarf, 87 years old and with
so much joy to share, his music has inspired genres far and wide, while
Cyndi Lauper, dressed in Gap's classic leather moto jacket, and Billy
Porter, wearing the men's wool peacoat, remind us that acceptance is
one of the best kinds of love through their work on the Tony
Award-winning musical Kinky Boots.
Alexandra and Philippe Cousteau, sharing the classic Rugby stripe scarf,
carry on their long-standing family legacy by exploring the world and
inspiring people everywhere to protect the environment, while actor and
designer Waris Ahluwalia wearing Gap's reversible puffer vest and
illustrator filmmaker Quentin Jones in a cable turtleneck sweater, both
make art together inspiring those around them.
Dressed in a red cable knit pull over sweater, actress Connie Britton
and her son, Yoby, redefine what it means to be a family after a
three-year international adoption process, while Ethan Bortnick,
wearing a heather gray crewneck sweater, makes music history as the
youngest pianist to ever headline a concert tour, raising $30 million
to help people around the world.
Iconic singer Harry Belafonte and innovative musician Q-Tip, both
wearing Gap men's jackets, make peace together through a shared passion
for the anti-violence movement, while model Kyleigh Kuhn, dressed in
destructed jeans, makes possibilities for young women by putting her
earnings toward schools she has founded for Afghan girls.
Giving Love Through Arts Education with Tony Bennett
As a brand for every generation, Gap brings together a few BRIGHT
students with an icon who inspires them, 87 year-old legend Tony
Bennett, in a series of short films that will be shared around the
world starting November 18.
A long-time supporter of arts education, the films feature Tony and five
high school students, all of whom have benefited from Exploring the
Arts, which Tony created with his wife Susan Benedetto. Exploring the
Arts supports arts education in public high schools currently in New
York and Los Angeles. Tony Bennett founded, in association with the NYC
Department of Education, a state-of-the-art public high school, Frank
Sinatra School of the Arts, located in the singers hometown of Astoria,
Queens, adjacent to the Kaufman Astoria Studios complex.
The films document the students' once-in-a-lifetime experience as
they were selected to perform the timeless hit, "The Best is Yet to
Come," with Tony. Additionally, through a series of individual
interviews and behind-the-scenes footage, the students share what the
lyrics mean to them personally and how support from the Exploring the
Arts program has changed their lives. The films help bring awareness
and support for Exploring the Arts, and serve as a reminder of what's
important during the holidays.
"Tony Bennett is a living American legend who exemplifies what it means
to make love, not only through his timeless music and art, but also
through a lifetime dedicated to giving young people a supportive
environment to learn and express themselves," added Farbman. "Gap is an
American company that is also dedicated to supporting youth in the
communities where we work and live. It's an honor to be able to partner
with Tony this holiday season to share his commitment to public
schools, the arts and the next generation of artists."
Giving Love with Gap's Favorite Holiday Gifts
To help shoppers find the perfect, stylish gifts for friends and family, Gap is putting a
modern twist on the traditional gift guide. The "Make Love" campaign
also includes 26 days of curated gift ideas through a unique
partnership VSCO, makers of the popular photo editing app, VSCOcam, and
some of their most influential photographers at gap.vsco.co.
Available in 45 countries at www.gap.com/gift-guide starting November 18, the #giveatoz gift guide includes a series of
personal photo essays by the photographers who interpret Gap's favorite
holiday products, iconic patterns, and fabrications from their own
Bringing playful personality to fashion editorials, photographer Cara
Stricker's interpretation of Metallic brings women's favorites like the Cable Foil Stripe Sweater and Metallic Boots to life in unmistakable winter style. Meanwhile, through her authentic,
spontaneous approach, photographer Kathy Lo shares simple, timeless
moments with Stripes by highlighting the women's Pleated Full Skirt and Quilted Poly Bomber.
Similar to how he began his photography career capturing iconic
musicians on stage, Mike Lerner takes the same editorial approach to
the iconic pattern, Fair Isle, by photographing men's favorites such as the Nordic Shawl Sweater and the Fair Isle Scarf. Meanwhile photographer Rog Walker gets us familiar with Plaid through his narrative approach by highlighting the men's Oxford Shirt and Denim Puffer Vest.
Gap is a global apparel and accessories brand focused on delivering
casual, American style. The brand offers classic, iconic clothing that
helps customers express their individuality through its Gap, GapKids,
babyGap, GapMaternity and GapBody collections. With an optimistic point
of view and belief that everyone can make their creative mark in the
world, Gap embodies what it means to be bright. Founded in San
Francisco in 1969 by Donald G. Fisher and Doris F. Fisher, the brand
has grown from one store to over 1,600 company-operated and franchise
retail locations around the world. Gap is the namesake brand for
leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes
Gap, Banana Republic, Old Navy, Piperlime, Athleta and Intermix. For
more information, please visit www.gapinc.com.
SOURCE: Gap Canada
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