GapKids “Shine On” in Back-To-School Campaign
Campaign Features Winners of Gap’s Sixth Annual Casting Call
NEW YORK, July 30, 2012 – Gap shares stories about children who make the world a brighter place through their unique talents and community service in its Shine On marketing campaign for fall. This campaign features the kids as they came together to paint a colorful mural on the campus of Daniel Webster Middle School in Los Angeles to give back to the community.
Ranging from one to 12 years old, the Shine On campaign features a ballerina, comedian, DJ, violinist and anti-bullying advocate alongside the winners of Gap’s sixth annual Casting Call contest. Brought together to showcase GapKids and babyGap key product for fall, including Jewel Box Skinnies for girls and the Action Stretch Denim for boys, these children are shining examples of back-to-school style.
“Shine On exemplifies what it means to be bright by bringing together a group of exceptional children and empowering them to impact the world in a positive way,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “By pairing our Casting Call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid.”
In North America, Gap’s Shine On campaign appears in Gap stores in the United States and Canada, as well as online at Gap.com and on Gap’s social media properties. As part of the campaign, GapKids created #ShineOn Saturdays, a series of do-it-yourself online activities designed for children and parents to do together to help children cultivate their creativity and shine a light on their own talents. Activities range from crafting bedazzled pencil cases inspired by the Jewel Box Straight Sweater, to making preppy sport patches inspired by the Military Cardigan and Stretch Denim. #ShineOn Saturdays will live on Facebook, Twitter, Pinterest and Instagram. Select GapKids stores in Boston, Chicago, Dallas, Los Angeles, New York, Miami, Philadelphia, San Francisco, Toronto and Washington D.C. will feature similar projects created by leading craft blogger Merrilee Liddiard of Mer Mag. To follow the series online or learn more about the in-store events, visit Gap’s Facebook page and join the conversation on Twitter with the hashtag #ShineOn.
Meet the Cast
The Shine On campaign features the four winners of the sixth annual North American Casting Call contest, who were chosen by residents of the United States and Canada from 20 finalists. The winners are Liam, age 11, from Waterdown, Ontario; Taylor, age 6 from Barrie, Ontario, Rue, age 2, from Napa, CA; and Robbie, age 2, from College Station, TX.
Each Casting Call winner receives a $10,000 grant in his or her name from Gap to either Communities In Schools (for U.S. winners) or Pathways to Education (for Canadian winners). The grants support programs that empower students to stay in school and achieve in life. To learn more about the Casting Call winners and check out behind-the-scenes footage from the campaign photo shoot, please visit www.Gap.com.
Additionally, the campaign features a group of children selected for their unique talents and ability to make the world a brighter place, including Lily, age 12, ballerina; Stella, age 4, comedian; DJ Fulano, age 8, DJ; Brianna, age 10, violinist and humanitarian; and James, age 11, anti-bullying activist.
GapKids & babyGap Fall 2012 Collection
The fall collection of back-to-school essentials is rooted in an assortment of colored jeans for girls and boys alike. For girls, Jewel Box Skinnies ($29.95-39.95) come in vibrant hues like coral reef, brilliant blue and electric jade and pair with matching embellished t-shirts, striped sweaters and denim jackets. For boys, Action Stretch Denim ($29.95-39.95), designed to move for all-day play, pairs with items like the camo field jacket, military cardigan, athletic shawl sweater and striped oxford. At babyGap, the fall denim collection includes the Littlest Legging Jean and Skinny Flare for girls and the Straight for boys.
Additional collections for fall include Bryant Park for girls, offering a twist on classic styles from the cable knit top, leopard swing trench, riding pant and printed bubble skirt. For boys, the Cadet collection highlights include nautical stripe sweaters with patch detailing, mini gingham woven shirts, graphic t-shirts and puffer vests. The new Uniform collection for girls and boys has been redesigned for a fresh fall look featuring updated modern shapes and new silhouettes in nanotech stain-resistant fabric.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal year 2011 net sales were $14.5 billion. Gap Inc. products are available for purchase in about 90 countries worldwide through about 3,100 company-operated stores, about 200 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.