The Gap 1969 Video Campaign Gives the Brand a Makeover
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.
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.
Trend Themes
1. Hipster Fashion Influence - Opportunity for brands to tap into the growing influence of hipster fashion on mainstream style through authentic storytelling and community-focused campaigns.
2. Documentary-style Advertisements - Brands can disrupt traditional celebrity endorsements by creating mini documentaries that shine a spotlight on designers and workers, forging deeper connections with customers.
3. Personalized Outreach Programs - Creating unique and personal outreach programs, such as distributing free tacos to customers, can help brands foster a sense of community and loyalty.
Industry Implications
1. Fashion Retail - Fashion retailers can embrace the hipster fashion influence by creating authentic campaigns that showcase the stories behind their products and the people involved.
2. Advertising and Marketing - The rise of documentary-style advertisements presents new opportunities for advertising and marketing agencies to create engaging content that resonates with consumers on a deeper level.
3. Food and Beverage - Food and beverage brands can explore innovative outreach programs, like distributing free food, to connect with customers and promote their products in a personalized way.
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