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GapKids 'Shine On' campaign features casting call winners
31
Jul '12
Gap shares stories about children who make the world a brighter place through their unique talents and community service in its Shine On marketing campaign for fall.  This campaign features the kids as they came together to paint a colorful mural on the campus of Daniel Webster Middle School in Los Angeles to give back to the community.

Ranging from one to 12 years old, the Shine On campaign features a ballerina, comedian, DJ, violinist and anti-bullying advocate alongside the winners of Gap’s sixth annual Casting Call contest.  Brought together to showcase GapKids and babyGap key product for fall, including Jewel Box Skinnies for girls and the Action Stretch Denim for boys, these children are shining examples of back-to-school style.

“Shine On exemplifies what it means to be bright by bringing together a group of exceptional children and empowering them to impact the world in a positive way,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “By pairing our Casting Call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid.”

In North America, Gap’s Shine On campaign appears in Gap stores in the United States and Canada, as well as online at Gap.com and on Gap’s social media properties. As part of the campaign, GapKids created #ShineOn Saturdays, a series of do-it-yourself online activities designed for children and parents to do together to help children cultivate their creativity and shine a light on their own talents.

Gap Inc


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