GAP SHINE CAMPAIGN 2012August 14th, 2012
GAP’S NEW CAMPAIGN SHINES A LIGHT ON MODERN ICONS
Signature Pieces Get a Modern Twist in the “Icon Redefined” Collection
Gap’s Shine campaign brings its “Icon Redefined” collection to life by featuring an eclectic mix of musicians and dancers wearing Gap’s signature pieces updated with a modern design point of view and rich seasonal colour palette.
Recognized for inspiring creativity and helping to move culture forward in an inventive way, cast members include musicians Seth and Scott Avett from the Avett Brothers; American pop duo Karmin; professional “Jookin” dancer Lil’ Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm. Each cast member embodies what it means to be bright and was photographed while performing their art form in motion.
“Gap’s Shine collection clearly reflects our casual, American style through modern interpretations of our iconic classics that customers can really make their own,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “With Shine, we continue our brand’s tradition of introducing emerging artists and musicians that inspire people creatively to make their mark on the world. It’s this kind of energy and passion for individual style that we are infusing into our clothes today.”
As part of the campaign, Gap will showcase cast members through an eight-week content series on Gap’s social media channels. Inspirational content includes a YouTube video of Lil’ Buck jookin’, a Facebook how-to tutorial of Kaki King’s guitar tricks, style tips from Nicki Bluhm on Foursquare and a series of share-worthy quotes from the cast.
To follow the content series, visit Gap’s Facebook, Twitter, Youtube and Instagram communities, and join the conversation with the hashtag #shine.
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