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The Gap ‘Icon Redefined’ campaign is an extension of the brand’s global marketing program, ‘Shine,’ which focuses on highlighting emerging talent to inspire people to embrace their own creativity. This particular campaign comprises a series of TV spots that showcases the Gap’s fall collection while highlighting the talents of emerging dancers and musicians, including Lil’ Buck (known for his ‘Jookin’ or ‘Gangster Walking’), the Avett Brothers and San Francisco-based ballet dancer Yuan Yuan, just to name a few.
The campaign focuses on the Gap’s upcoming collection for the autumn season, which provides modern twists on Gap’s most iconic pieces, such as colorful reinterpretations of the brand’s classic pants. Further, the Gap ‘Icon Redefined’ campaign includes a social media element that offers fans extra content about the artists featured in the campaign, such as a guitar How To with Kaki King and videos of Lil’ Buck dancing.