• Ad Age, Tuesday, September 14, 2010 10:31 AM

For the upcoming holiday season, Gap is prepping a campaign that involves Foursquare co-founders Dennis Crowley and Naveen Selvadurai as well as Lauren Bush, co-founder of the non-profit Feed Foundation.

Natalie Zmuda reports that the work will support charitable efforts, including CampInteractive, which is supported by the Foursquare founders. Last year, the start-up partnered with Pepsi to donate 4 cents for every check-in to the non-profit.

Gap is no stranger to working with famous and not-so-famous faces. For its "Create Your Own Gap" campaign in 2008, it tapped a list ranging from the recognizable, like Liv Tyler, to the not-so-recognizable, such as Scott Schuman of the Sartorialist. The 2007 campaign "Classics Redefined" was in a similar vein. Laird & Partners, Gap's onetime agency of record, worked on both campaigns.

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