This season, Gap’s holiday message is Make Love and they’re launching a full-scale global marketing campaign to make sure everyone gets the honorable memo. The idea behind this season’s Gap holiday campaign is to influence the world to give and spread love, hope, and joy; and they’ve enlisted the help of cultural icons–both old and new–to show you how.
Seth Farbman, Gap’s Global Chief Marketing Officer, explained the inspiration for the Make Love campaign, “For a few short weeks during the holidays, we become conscious of what matters most to us. It’s a time when moments turn into memories, experiences become traditions, and gifts become sentimental reminders that we’ll cherish for years to come. Make Love is about giving love through action, whether it’s a service to others or a gift that’s a representation of love.”
From a “spreading the love” photoshoot showcasing stars such as Cyndi Lauper and Billy Porter–both actors in the the award-winning musical “Kinky Boots”–and veteran talent Tony Bennett who have all personally shared the love in some significant way, to a digital partnership with the popular photo-editing app VSCOcam that provides a beautiful page of holiday inspiration from multiple photography influencers who each interpreted one of Gap’s seven holiday trends (Metallic, Fair Isle, Plaid, Texture, Indigo, Warmth and Stripes), Gap is making sure no platform goes unnoticed and untouched by their Make Love message. VSCOcam also helped Gap create a 26-day specially curated #AtoZ gift guide, available at www.gap.com/gift-guide (preview photo below).
Giving love is what motivated Gap to launching a series of short films featuring Tony Bennett and five students who benefit from his charity, Exploring the Arts–an organization that supports arts education in public high schools in New York and Los Angeles. The students were selected to perform Bennett’s hit “The Best is Yet to Come” alongside the artist and the films take a look at the students’ journey to the performance, what the songs mean to them, and how Exploring the Arts has helped change their lives. Gap will be sharing the films across all social media channels; you can also view them on their YouTube page.