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.
“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.
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.