Gap’s fall global marketing campaign – Back to Blue – celebrates the brand’s heritage with a robust worldwide campaign spanning print, outdoor, direct, social, in store, digital and a return to TV.
It’s the broadest-reaching campaign in the company’s modern history, reflecting the dramatically changing media landscape.
“Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin,” said Seth Farbman, Gap’s Global Chief Marketing Officer.
“It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray – clothes you can wear almost anywhere but never forget who you really are.”
The global campaign includes new digital content every day, across many global platforms, including a partnership with Tumblr’s mobile platform. Gap has also updated its Styld.by platform – which partners with popular bloggers and style experts to curate the best fall looks – to include video, with a series on style advice from Jenn Rogien, the costume designer for HBO’s “GIRLS.”
Extensive lo-fi digital content features 24 influential millennials – like Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann – sharing simple, raw and relatable stories about what it means to be one’s most authentic self. Each wears their favorite pieces from the fall Back to Blue collection in short films, photographs and animated GIFs.
“Just as our fall collection shares a fashion perspective that’s iconic, confident and accessible, each element of our marketing campaign celebrates Gap’s denim legacy in a truly authentic way,” Farbman added.
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.