Gap’s fall global marketing campaign, entitled ‘Back to Blue’ – celebrates the brand’s heritage with a worldwide campaign. The images have been released in print, outdoor, direct, social, in store, digital and will also make a return to TV. It’s the broadest reaching campaign in the company’s modern history, reflecting the dramatically changing media landscape. It’s definitely going to be big!
The global campaign includes new digital content every day, across many global platforms, including a partnership with Tumblr’s mobile platform and a global art partnership with VICE magazine. Kicking off with highly visible outdoor advertising in its top global markets and magazine advertising in August issues worldwide the campaign including model and actress Dree Hemingway and HBO’s “GIRLS”actor Adam Driver, features both the attitude and clothing from Gap’s fall collection – rooted in denim, chambray and classic Gap items – shot by photographers Inez and Vinood, update Gap’s history of capturing powerful portraits for today’s audiences.
Starting today, Gap is launching a contest on Tumblr, which encourages digital artists to share what Back to Blue means 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.
Bringing the Back To Blue concept to life on city streets around the world, Gap is partnering with emerging street artists curated by VICE to create ten striking outdoor murals that celebrate individualism, optimism and democracy. Titled “Art of Blue,” the murals will be created by artists such as Zio Ziegler, Roman Grandinetti and Andrew McAttee, and will appear in New York, San Francisco, Los Angeles, London, Paris and Rome. On Saturday August 24th, Gap and VICE invite New Yorkers to experience and admire the work of artist Roman Grandinetti as he creates his mural at Kenmare & Elizabeth Streets.