NEW YORK, Aug. 12, 2013/– 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.
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.
Kicking off with highly visible outdoor advertising in its top global markets and magazine advertising in August issues worldwide including Vogue, Lucky, InStyle, Glamour, PeopleStyle Watch and Vanity Fair in North America , as well as GQ, Glamour, Elle, Marie Claire and Grazia in the UK, the campaign features both the attitude and clothing from Gap’s fall collection – rooted in denim, chambray and classic Gap items. Images from photographers Inez and Vinood, update Gap’s history of capturing powerful portraits for today’s audiences.
To follow the content, visit Gap’s Facebook, Twitter, Pinterest, Instagram and Tumblr communities, and join the conversation with the hashtag #BacktoBlue.