Gap is preparing to meet spring in an optimistic mood. Its new global marketing campaign called ‘Be Bright’ expresses vibrant and positive attitude to life, bringing colored denim and khakis to the stores worldwide.
“Be Bright speaks to what has always been the heart and soul of Gap—casual American style that’s relevant for today and rooted in optimism,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “We’ve been infusing a new energy and confidence into our product and how we express who we are to our customer. It started with our 1969 jeans and premium black pants and continues this spring with our colored denim and khakis.”
Developed in partnership with Ogilvy and AKQA, the campaign is based on Gap’s collaboration with six established fashion and lifestyle blogs including Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG. The Styld.by partnership gathered six bloggers to create new unique styles using key women’s items of the season.
The looks can be viewed on the partners’ sites, where fashionistas can get to know more about Gap’s products and click to buy it. Styld.by has also Facebook, Pinterest, Tumblr, Twitter and Stumbleupon support.
First launching in the US and UK, the initiative expand to other countries. In the US, ‘Be Bright’ campaign will show up in the March issues of national magazines including Vogue, Lucky, InStyle, Glamour, GQ, Men’s Health, Rolling Stone and Nylon. In New York, Los Angeles, San Francisco and Chicago it will have an outdoor coverage.
In London, the campaign launched with illuminated bus ads that are running on the side of 10 buses through central London. 140 central London buses will be displaying the ad on traditional formats.
The spring collection features a variety of brightly colored jeans and khakis, as well as tops, knits and accessories for both men and women.
Gap’s brand Banana Republic also launches a spring collection dedicated to the ‘Mad Men’ series.