All the details of Gap’s #BacktoBlue campaign

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Mashable may have reported on its Tumblr mobile ads, while Advertising Age covered its return to TV, but Gap refers to its new Back to Blue campaign as its “broadest-reaching in the company’s modern history”. In total it spans print, outdoor, mobile, direct, social, in-store, digital and TV.

Launched for autumn/winter 2013/14, it aims to celebrate Gap’s denim legacy. Says Seth Farbman, global CMO: “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.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.”

Here’s everything it includes:

  • Digital content can already be seen across the brand’s social platforms spanning everything from short films (uploaded to Instagram no less), as well as photographs and animated GIFs. The assets feature 24 “influential millennials” including Tanisha Long from MTV’s Girl Code and Urban Bush Babes blogger Cipriana Quann. Each of them shares “simple, raw and relatable stories about what it means to be one’s most authentic self”. 250 pieces of content will be created in total, released over a three-month period
  • An animated GIF has also been posted on Tumblr by fashion blogger FashGif to introduce a contest that invites other digital artists to share what Back to Blue means to them. The winning works will be turned into Tumblr mobile ads and showcased across all of Tumblr’s mobile units on one day. This is the first time a brand has done so
  • Gap returns to TV for the first time in four years this season too, with a spot set to release in mid-September. That ad is expected to first debut on Twitter. Said Farbman: “We have always been a brand that benefits from moving pictures, sound, emotional engagement. …Also, the reality is that TV continues to be the medium that gets you mass reach quickly”
  • The retailer’s ongoing Styld.By initiative, which sees Gap product brought to life through the editorial perspective of various established bloggers, will hit 30 countries this season with the addition of Russia, Singapore and the Philippines. In a bid to dive deeper into interest communities, it will see Refinery29 styling fashion and lifestyle bloggers, Mashable styling technology influencers and Eater styling chefs. It will also see a video series launched featuring style advice from Jenn Rogien, costume designer for HBO’s Girls and Netflix’s Orange is the New Black
  • In a traditional media sense otherwise, the campaign also includes outdoor and print magazine advertising in key global markets. Those portrait images were shot by Inez and Vinoodh, and star the likes of Adam Driver from Girls and model Dree Hemingway
  • And finally, Gap has partnered with Vice magazine for a global art project that will see 10 outdoor murals created by emerging street artists Zio Ziegler, Roman Grandinetti and Andrew McAttee. The Art of Blue, as its called, will bring the campaign concept to life in New York, San Francisco, Los Angeles, London, Paris and Rome

 

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