Gap is running a new global marketing campaign for the holidays, showcasing all kinds of love in high-energy photos of celebrities, with social components that all shoppers let in on the pictures.
Called “Love Comes In Every Shade,” the effort features an offbeat selection of actors and musicians, who pose with their loved ones to illustrate the many different flavors of love. For married love, actor Michael J. Fox poses with wife Tracy Pollan; musician Rufus Wainwright stands with artistic director Jörn Weisbrodt. There’s also fatherly love (rapper Nas and his father, blues musician Olu Dara); modern love, featuring the cast of NBC’s “The New Normal”; puppy love with actor Jack Huston and his dog Orso; and then best friend love with director Gia Coppola and actress Nathalie Love.
The print ads are running in December issues of Vogue, Lucky, InStyle, Glamour, and Vanity Fair; as well as outdoor in New York, Los Angeles, San Francisco and Chicago.
But the real innovations are in social. The campaign kicked off on Postagram and Pinterest, encouraging users to turn their own photos into real postcards, which the Gap is mailing to loved ones at no charge. And those who pin Gap fashions on Pinterest wish lists are entered in a drawing for Gap gift cards, with five winners each week through Christmas.
The brand is also continuing its Styld.by digital catalog collaboration for the holiday, with each of its partners (including Refinery29, WhoWhatWear, Lookbook and Rue) creating gift guides, using pieces from Gap’s holiday collection.
Finally, the San Francisco-based company says it has also introduced a new gift card program, which donates a percentage of each gift card purchase to CARE and Communities In Schools.