This holiday season, Gap is celebrating all forms of love, from sibling and modern love to married and self love to name but a few, by launching a new multi-platform marketing campaign titled “Love Comes In Every Shade” in the USA and Canada. The latest colourful marketing initiative from the brand features a roster of celebrity groups (mostly tandems), which represent all forms of one of the greatest feelings in our world. The brand also encourages its consumers to get engaged into the campaign by using the themed app and participating the holiday give-away.
Gap invited different celebrities to demonstrate many variations of passionate, tender, endless love, which can be seen in our life. The groups invited to front the promotion include actors Michael J. Fox and his wife Tracy Pollan representing true love; rapper Nas and his father, blues musician Olu Dara demonstrating fatherly love; actress Aubrey Plaza representing self love; actor Jack Huston and his dog Orso expressing what puppy love is; director Gia Coppola and actress Nathalie Love showing the best friends love; musician Rufus Wainwright and artistic director Jörn Weisbrodt demonstrating married love to name but a few. Gap has released a “Love Comes in Every Shade” video in two formats, :30 and :15, and also released a series of images, featuring the love-sharing celebrities. View the visuals on the official Gap’s board on Pinterest.
“This campaign features some well-known actors, musicians and their loved ones, all wearing clothes from our new holiday collection. Their personal relationships help remind us that every family is unique and often goes beyond just those we’re related to—it also includes the people we share our lives and deepest passions with. This campaign celebrates these diverse, optimistic views on family and the many forms love can take,” shared Seth Farbman, Gap’s Global Chief Marketing Officer.
Gap is also helping its users spread their best feelings to their dear ones by sending them a real postcard—starting November 7, Gap’s Fans on FB can use the brand’s Postagram’s Facebook app to turn their photos into paper postcards, which will be sent to their loved ones at no cost by Gap. The brand writes in the note that it “commissioned a hand-selected group of artists and illustrators to create one-of-a-kind graphic designs for the gift card envelopes and substantially increased the size of the packaging to make it feel more like a gift.” The brand also encourages consumers to pin items from the new Gap Winter Icon holiday collection to their Pinterest wish lists through an app on Gap’s Facebook for a chance to win a gift card from the brand (each week through December 24, the brand will select one winner).