Gap Launches 'Back To Blue'
Launching today, 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," saidSeth 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."
Extensivelo-fi digital content features 24 influential millennials like Tanisha Long from MTV's Girl Code and Urban Bush Babes bloggerCipriana Quann sharingsimple, raw and relatable stories about what it means to be one's most authentic self. Each wears their favorite pieces from the fallBack to Bluecollection 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.
Traditional Media Campaign and Return to TV
Kicking off with highly visible outdoor advertising in its top global markets and magazine advertising in August issues worldwide includingVogue, Lucky, InStyle, Glamour, PeopleStyle WatchandVanity Fairin North America,as well asGQ, Glamour,Elle, Marie ClaireandGraziain the UK,the campaignfeatures both the attitude and clothing from Gap's fall collection rooted in denim, chambray and classic Gap items. Images from photographersInezandVinood, update Gap's history of capturing powerful portraits for today's audiences.
Debuting on TV for the first time in four years, the Back to Blue TV spots will be revealed in mid-September through an innovative partnership.
Tumblr Mobile Partnership
Starting today, Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Bluemeans to them by creating an original piece of content. To help spark entrants' creativity, prominent fashion blogger FashGif will submit the first piece of content and will be featured on Gap's Tumblr. On August 29, the winning works will be featured on Gap's Tumblr and turned into Tumblr mobile ads. This is the first time a brand will own all of Tumblr's mobile ads in one day. To enter the contest, please visit: http://gap.tumblr.com/contest.