By Phillip D. Johnson
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
Gap’s 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 today.
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.”
Aligned with how people want to discover and share information, the series of short films will live primarily in the digital world via Gap’s own social and digital channels, including in-store; select U.S. cinema; internet radio and outlets such as Hulu, Facebook, Twitter, and on Gap’s YouTube channel.
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 includes 26 days of curated gift ideas through a unique partnership with VSCO, makers of the popular photo editing app, VSCOcam, and some of their most influential photographers at www.gap.vsco.co.
Available in 45 countries at www.gap.com/gift-guide starting today, 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 unique perspectives.
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.
PHOTO GALLERY
(Click on thumbnails to enlarge)
