Clothing and accessories retailer Gap, along with their creative agency Yard NYC, have unveiled their latest holiday campaign starring Grammy Award-nominated R&B artist and songwriter Leon Bridges. As a continuation of a larger “Meet Me in the Gap” campaign, which originally brought Cher and Future together amongst other diverse talent to show what’s possible when we come together in Gap’s white space with good intentions and a creative spirit, this holiday launch builds on this theme and captures the holiday spirit.
This Gap Holiday 2018 campaign is meant to transcend the edgy climate of today by spreading love and driving positive change to demonstrate that feeling good and doing good go together. The hero campaign video features Bridges moving to the rhythm in a blank space that is brought to life with oversized Gap crazy stripes that come together to form a path, leading him and the rest of the cast on a journey of good and generosity. The cast, comprised of cross-generational dancers with expertise in ballet, hip hop and contemporary styles, are outfitted in classic Gap denim paired with colourful knits and bright stripes.
Through a soulful rendition of Heavy D & The Boy’s original version of “Now That We Found Love,” Bridges creates a feel-good moment that is perfectly accompanied by choreographed moves of the entire cast. Yard NYC cast Leon for his story and his personality. Born from humble beginnings, Leon has remained true to himself and is dedicated to maintaining his own musical style throughout his rise to success. He has always been about spreading good vibes with his infectious sound, brought to life in his nostalgic and innately warm music. As a result, he was a natural fit for this campaign and its purpose.
Yard NYC collaborated with Emil Nava, an accomplished and award-winning music video director, to create a campaign that embraces the magic of the holidays. Emil has directed over 100 music videos for global musicians such as Pharrell, Ed Sheeran, Nick Jonas, Jennifer Lopez, Selena Gomez, Post Malone, Rihanna, Calvin Harris, among others.
Launching on November 1, the campaign spans television, mobile, social, in store and digital. The television spots will air on major networks and will be incorporated into high impact moments, including digital takeovers on Vevo, Hulu and Spotify with priority on live viewing moments within the NFL and the season’s top-rated programs.
Leon Bridges, singer/songwriter: “Music, dance, fashion and personal style are my big passions in life, so getting to work with Gap on this campaign that ties all of those elements together is epic. I grew up watching all of their diverse, music-based commercials, and they were just the coolest. Getting to be in one myself is wild and it’s a dream to lead the brand into the season, especially with a song that has a message of love.”
Craig Brommers, Chief Marketing Officer, Gap: “For Gap, holiday is all about the feeling of giving and coming together to celebrate the season with loved ones. This year especially, we want everyone to feel the love by lifting spirits with Leon’s harmonious take on this ‘90s anthem. Leon’s soulful voice and charismatic rhythm, styled in Gap’s signature crazy stripes, created an undeniable energy brought to life in this moment of positivity and cheer, bound to spread love.”
Stephen Niedzwiecki, Founder/ Chief Creative Officer, Yard NYC: “There is an increasing trend – a ‘kind renaissance’ as a response to the edgy political climate in which we find ourselves. If there’s one thing we can do in the face of all this anxiety, it’s to spread love, kindness and generosity; to give others – and ourselves – a lift. And Gap has always been an optimistic brand with the ability to do just that – using colour and music to spread love especially at the holidays. We captured this sentiment through the fusion of Leon’s mesmerising voice and contagious spirit that’s all about bringing the warmth of soul to a whole new generation. The feel-good energy of a cross-generational cast dancing in varied styles across colourful stripes brings it all to life in a distinctly Gap way.”
Source: Yard NYC