Hipster fashion and photography are becoming more and more influential on mainstream style, and the new Gap 1969 video campaign reflects exactly that. The company is re-inventing the way it advertises, replacing flashy celebrity endorsements for mini documentaries that focus on the designers themselves and the community of artists that make up the Gap family. There are over 30 short films, each focusing on a different member of the team, and showing how the Los Angeles Denim Studio works. It seems like the company really wants to connect with its customers on a more intimate level, sharing personal stories of the designers and workers through these mini docs.
The Gap 1969 video campaign, which debuted on August 1, 2011, is accompanied by an even more personal outreach program which will distribute free tacos in select cities to Gap wearers. Free food and mini documentaries about young, hip and tattooed designers? This is definitely an ad campaign I can get behind.
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Concept: Gap 1969 Video Campaign
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Segment: Neutral, 18-55+
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