‘Play Your Stripes’ with Gap’s interactive holiday campaign
As Halloween has barely begun to recede in our rear-view mirrors, it’s obviously time to start kicking off the Christmas campaigns. Quick out of the gate is Gap, which has released GapGiftGuide.com, an interactive campaign that lets you turn your striped sweaters into musical instruments.
Created in collaboration with Wieden + Kennedy New York, the campaign asks you to turn on your webcam and don some striped clothes. Then, wave your hands over the stripes and play along to “It Is What It Is,” a new tune by Brit soul artist Blood Orange. Or, you can create your own. The result is a customized, personalized music video that you can share on social media.
The campaign is just one of the parts of GapGiftGuide.com, an interactive holiday gift guide that catalogs potential gift items in what the clothier hopes is a “stress-free” way. It’s done with 10 short films, embedded into the guide, which give viewers a glimpse into the secret lives led by gloves, mittens and leggings.
The retailer also worked with Blood Orange and director Alex Da Corte for a special edition video for the new song.
The holiday campaign is part of the retailer’s beleaguered “Dress Normal” campaign, which, has gotten flak from critics who ask why Gap gets to decide what “normal” looks like. Sales for the retailer have taken a hit, too.
“Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience,” Seth Farbman, Gap’s global CMO said in a statement. “It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand.”
The brand said that this holiday campaign harkens back to Gap’s musical roots: the retailer’s first store, which opened 45 years ago, sold denim as well as records.
-
TikTok’s uncertain future: the issues marketers should (and shouldn’t) fret over
A TikTok ban would require U.S. lawmakers to prove that the short-form video app is a genuine national security risk. So far, that hasn’t happened.
-
Maybe Web3 isn’t as dead as it would seem, as agencies play with new data-generating models
Agencies are continuing to invest in Web3 technologies in new ways, from client activations to data management.
-
Why real estate company Windermere is adding influencers to its marketing mix and spending half of its ad budget on them
Windermere is working with Seattle-based agency PB& as well as the home-focused publication Domino to partner with influencers like design influencer Max Humphrey.
-
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
-
Digiday+ Research: Agencies’ attitudes on secondary social platforms have seen ups and downs (especially on Twitter)
Digiday+ Research surveyed over 100 agency professionals, and found that agency clients' approach to the channels categorized as "other social platforms" has been somewhat erratic over the last year.
-
Why DOOH is a big draw for startups and direct response marketers
As digital ad channels, like social and paid search, become saturated and data privacy gets more restricted, startups and small businesses turn to DOOH to boost brand awareness.
