Global apparel and accessories brand Gap’s global marketing campaign, “Make Love” focuses on giving and spreading love, hope and joy this holiday season.
“Make Love is about giving love through action, whether it’s a service to others or a gift that’s a representation of love,” said Seth Farbman, Gap’s global chief marketing officer.
The new campaign, which includes print, outdoor, direct mail, social and cinema plus new digital content daily, features an influential group of artists and activists who are using their creative talents to make a difference in the world.
Tony Bennett in a navy blazer and tapestry scarf, 87 years old and with so much joy to share, his music has inspired genres far and wide, while Cyndi Lauper, dressed in Gap’s classic leather moto jacket, and Billy Porter, wearing the men’s wool peacoat, remind us that acceptance is one of the best kinds of love through their work on the Tony Award-winning musical Kinky Boots, explains Gap.
Alexandra and Philippe Cousteau, sharing the classic Rugby stripe scarf, carry on their long-standing family legacy by exploring the world and inspiring people everywhere to protect the environment, while actor and designer Waris Ahluwalia wearing Gap’s reversible puffer vest and illustrator filmmaker Quentin Jones in a cable turtleneck sweater, both make art together inspiring those around them.
Gap’s Make Love Campaign
Dressed in a red cable knit pull over sweater, actress Connie Britton and her son, Yoby, redefine what it means to be a family after a three-year international adoption process, while Ethan Bortnick, wearing a heather gray crewneck sweater, makes music history as the youngest pianist to ever headline a concert tour, raising $30 million to help people around the world.
Iconic singer Harry Belafonte and musician Q-Tip, both wearing Gap men’s jackets, make peace together through a shared passion for the anti-violence movement, while model Kyleigh Kuhn, dressed in destructed jeans, makes possibilities for young women by putting her earnings toward schools she has founded for Afghan girls.
As a brand for every generation, Gap brings together a few BRIGHT students with an icon who inspires them, 87 year-old legend Tony Bennett, in a series of short films that will be shared around the world starting today.
The films document the students’ once-in-a-lifetime experience as they were selected to perform the the hit, “The Best is Yet to Come,” with Tony.
The series of short films will live primarily in the digital world via Gap’s own social and digital channels, including in-store; select U.S. cinema; internet radio and outlets such as Hulu, Facebook, Twitter, and on Gap’s YouTube channel.
The “Make Love” campaign includes 26 days of curated gift ideas through a partnership with VSCO, makers of the photo editing app, VSCOcam, and some of their photographers at gap.vsco.co.
Available in 45 countries at www.gap.com/gift-guide starting today, the #giveatoz gift guide includes a series of personal photo essays by the photographers who interpret Gap’s favorite holiday products, patterns, and fabrications from their own unique perspectives.