Old Navy Empowers Kids to be #Unlimited with Song & Video Produced in Collaboration with AwesomenessTV
Jul 28, 2015, 08:00 ET
Proceeds from special edition #Unlimited tees benefit Camp Old Navy's work with Boys & Girls Clubs of America and Boys and Girls Clubs of Canada
TORONTO, July 28, 2015 /CNW/ - This back-to-school season Old Navy asked kids at Boys & Girls Clubs around the country what it means to be #Unlimited. The result? An inspirational song and music video featuring some of AwesomenessTV's biggest stars that launches today on youtube.com/oldnavy. Building on its mission to give every child the resources they need to be #Unlimited, Old Navy is holding a fundraising campaign to donate up to $US500,000 to benefit Boys & Girls Clubs of America (BCGA) and Boys and Girls Clubs of Canada (BGCC). An in-store donation drive will run from July 24 to August 19, 2015 in Old Navy stores in the U.S. (excluding Puerto Rico) and Canada.
In partnership with AwesomenessTV, Old Navy interviewed kids at Boys & Girls Clubs from San Francisco to New York City about what makes them feel #Unlimited. Their words inspired a powerful new song that Old Navy hopes will empower kids of all ages this back-to-school season. Written by acclaimed music producer Cisco Adler and Alex Aiono, the song is performed by AwesomenessTV talents Alex Aiono, the Cimorelli sisters, Jordyn Jones, Josh Levi, Mahogany Lox and YouTuber Megan Nicole. YouTube music video director and musician Kurt Hugo Schneider directed the video and captured it in one continuous take.
The song reminds kids that they are #Unlimited no matter what obstacles and fears they face and to "be strong, be bold, and be brave" when challenges arise. This encouraging message builds on Old Navy's successful back-to-school musical anthem from last year. The 2014 #Unlimited video, which secured an Emmy nomination and over five million views, featured a young girl facing her personal anxiety and doubt on her first day of school.
This year's music video features talent dressed in special edition Old Navy #Unlimited t-shirts. The shirts are available for girls and boys in Old Navy stores and online. Designed to give back, 20 percent of the proceeds, up to US$75,000, from sales of the shirts in the U.S. and Canada will help support BGCA and BGCC. Visit www.oldnavy.com/unlimited to learn more.
The tees are the centerpiece of a larger Camp Old Navy fundraising effort to benefit BGCA and BGCC. From July 24 to August 19, 2015, Old Navy will match in-store customer donations to BGCA and BGCC up to US$415,000. Customers can participate in the fundraiser by donating at the register at all stores, buying an #Unlimited tee or downloading the #Unlimited song at oldnavy.bandcamp.com. Donations from song downloads, which Old Navy will match up to US$10,000, will be donated directly to Boys & Girls Club of Malibu where songwriter Cisco Adler is an active supporter.
The fundraiser will benefit Camp Old Navy's work with BGCA and BGCC to give underserved youth access to after school opportunities. Kids with access to organized learning and play are 30 percent less likely to get involved in crime and 50 percent less likely to get involved with drugs. Since 1999, Camp Old Navy has served over 90,000 kids. Learn more about Camp Old Navy at www.oldnavy.com/campoldnavy.
About Old Navy
Old Navy is a global apparel and accessories brand that makes current American essentials accessible to every family. Originated in 1994, the brand has now grown to be the #1 apparel brand in the U.S.* A division of San Francisco-based Gap Inc. (NYSE: GPS), Old Navy brings a fun, energizing shopping environment to its customers in more than 1,000 stores around the world. For more information, please visit www.oldnavy.com.
*Source: 2013 NPD Group research
About Boys & Girls Clubs of America
For more than 100 years, Boys & Girls Clubs of America (GreatFutures.org) has enabled young people most in need to achieve great futures as productive, caring, responsible citizens. Today, more than 4,100 Clubs serve nearly 4 million young people through Club membership and community outreach. Clubs are located in cities, towns, public housing and on Native lands throughout the country, and serve military families in BGCA-affiliated Youth Centers on U.S. military installations worldwide. They provide a safe place, caring adult mentors, fun and friendship, and high-impact youth development programs on a daily basis during critical non-school hours. Club programs promote academic success, good character and citizenship, and healthy lifestyles. In a Harris Survey of alumni, 57 percent said the Club saved their lives. National headquarters are located in Atlanta. Learn more at BGCA's Facebook and Twitter.
About Boys and Girls Clubs of Canada
Boys and Girls Clubs of Canada is dedicated to supporting and encouraging children and youth as they grow and develop. We are a national charity serving 95 member Clubs that provide services to 210,000 young people in 650 locations across Canada. Our trained staff and volunteers listen to the opinions and ideas of children and youth, applaud their accomplishments, lend support during their struggles and provide ways for them to explore their interests and talents. With this encouragement, young people develop the confidence and sense of belonging that helps them succeed in school, form positive relationships and mature into responsible, caring adults. For 115 years, we have welcomed children, youth and their families into Clubs that reflect the diversity of Canada in small and large cities, and rural and Aboriginal communities. Visit www.bgccan.com and follow us at www.facebook.com/bgccan and www.twitter.com/bgccan.
AwesomenessTV is a multi-platform media company owned by DreamWorks Animation (Nasdaq: DWA) and Hearst Corporation, which has a 25 percent interest. Included under the AwesomenessTV banner are AwesomenessTV, the leading YouTube channel serving the global Gen Z audience; the ATV Network, a community based MCN with over 90,000 channels; DreamWorksTV; Awestruck; Big Frame; as well as consumer products, music, publishing, and branded entertainment divisions. AwesomenessTV also produces television series and theatrical films, such as the No.1 social movie of 2014, Expelled; the AwesomenessTV series and Terry The Tomboy movie on Nickelodeon; and Richie Rich on Netflix. AwesomenessTV was founded by Brian Robbins (Smallville, Varsity Blues, All That) and Joe Davola (In Living Color, Smallville, MTV Networks). Check out www.awesomenesstv.com.
SOURCE Old Navy
Video with caption: "Video: The Making Of #Unlimited – Kurt Hugo Schneider, Cimorelli, Mahogany LOX and more! YouTube’s top musical talent transform the inspiring words of kids from Boys & Girls Clubs across the country into an original song about what it means to be #unlimited.". Video available at: https://www.youtube.com/watch?v=oxlJPeomsV4
Image with caption: "Old Navy (CNW Group/Old Navy)". Image available at: http://photos.newswire.ca/images/download/20150728_C5449_PHOTO_EN_454905.jpg
For further information: Media Contacts: Denise Chow, Associate Communications Specialist, Old Navy Canada PR, [email protected]; Susan Sullivan, Media Relations Manager, Boys and Girls Clubs of Canada, [email protected]
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