Gap Reinvents the Art of Gifting with Short Art Films Series

Showcasing the secret lives of Gap's go-to holiday gifts and putting some fun into shopping this season

TORONTO, Nov. 3, 2014 /CNW/ - Gap, the iconic American clothing brand, has today revealed a new twist on the traditional gift guide, having embedded 10 short films into its online seasonal guide, GapGiftGuide.com, which surprises customers with a behind the scenes glimpse into the secret lives of the season's most coveted gifts.

Putting the fun back into the shopping checklist, the whimsical films show popular gifts in 'action' including windshield wiper-enabled waving gloves, high-fiving mittens, a toy-train driving children's shoes and synchronised leggings jogging on a treadmill.

"We wanted to put the fun back into Holiday shopping for our customers, with an imagined sneak peek into what some of our favorite products might be up to behind the scenes. As more of our customers migrate their Holiday shopping online, it was a priority for Gap to make it easier and more entertaining for them to navigate shopping for gifts this season. And frankly, we wanted to raise a smile among customers while they got on with the sometimes stressful job of ordering gifts," said Seth Farbman, Gap's Global Chief Marketing Officer.

Part of Gap's integrated Holiday campaign, captured in the tagline 'You don't have to get them to give them Gap,' the online portal indexes Gap's most popular products into curated lists for even the most-difficult-to-buy-for family members.  It also celebrates the brand's unveiling of a new seasonal collection of its iconic crazy stripe knitwear products, a return to one of the brand's most popular, and requested, Holiday offerings. Via the gift guide, customers can share the films and their gift wish list - to take the guesswork out of what they want to be unwrapping this Holiday.

The films are part of Gap's 2014 holiday campaign, which celebrates the spirit of the season through the Dress Normal lens, and will appear on GapGiftGuide.com, on creative digital banners and on Gap's own social media channels globally. The Dress Normal 2014 holiday campaign also includes print, broadcast and online films directed by acclaimed Hollywood director Sofia Coppola, all accessible on youtube.com/gap. The campaign was developed in partnership with Gap's global agency, Wieden+Kennedy New York.

About Dress Normal
Dress Normal is rooted in the same core values that Gap has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves.

About Gap
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 1,700 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

For further information: Media Contact: Denise Chow, Gap PR, 416.355.2308, [e-mail]