NEW YORK, Oct. 20, 2020 /PRNewswire/ -- This
holiday, Gap introduces the DREAM THE
FUTURE campaign, underscoring the brand's platform
of modern American optimism celebrated through togetherness.
Following the brand's Fall BE THE FUTURE and STAND UNITED
campaigns, grounded in unity and amplifying voices for a better
tomorrow, Gap invites everyone to dream towards a brighter future
together, connected in joy, peace, empathy and love.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8798751-gap-dream-the-future-holiday-campaign/
DREAM THE FUTURE is a reflection of hope – hope that we move
forward together and hope that the racial and social divides
between us will not exist for future generations. It's a time to
lift one another and care for each other. The campaign launches on
national television and digitally today to a reimagined demo of
"Dream Baby Dream," by singer and songwriter Karen O. Dreams give
us hope for a brighter 2021. Together, we can make significant
strides forward, hand in hand.
"As we approach the end of a challenging year, we recognize that
our country is fatigued and longing for a sense of unity," says
Mary Alderete, global head of Gap
marketing. "We must continue to look forward and promise to create
a better future together. We're optimistic that we can celebrate,
not just our differences, but our common humanity."
Directed by award-winning photographer and director,
Christian Weber, the campaign
celebrates the shared emotions that connect us, expressed through
motion by dancer and celebrity choreographer, Ryan Heffington. The creative champions
diversity, showcasing a community of family, friends and strangers
uniting and igniting each other with words that define a better
tomorrow. An offshoot of the main spot features a connected
expression of improvised dance by artists Lil Buck and Myles Yachts, shot in one take.
"Dance is a universal language that can express the endless
emotions of humans," says choreographer Ryan Heffington. "With this holiday campaign for
Gap, it was a pleasure to execute in physical form what the
holidays exude. In times like these, it's important to celebrate
the gifts in life, our relationships and community alike. May this
project inspire and remind people that hope, warmth and happiness
is worth sharing during this holiday season."
To encourage everyone to dream the future, Gap will bring the
campaign to life by kicking off a dance challenge on social media,
encouraging communities to band together during one of the most
difficult years we've faced in recent history, support those in
need and participate with friends and families. In honor of Giving
Tuesday, Gap will make a donation to Boys & Girls Clubs of
America for every dance challenge video, up to $50,000. Stay tuned for dance challenge details
to be announced in November. Everyone can shop the holiday
collection on gap.com and follow along on @gap.
About Gap, @gap and @gapkids
Gap is an authority on
modern American style. Founded in San
Francisco in 1969, Gap continues to build on its heritage
grounded in denim and connect with customers online and in
company-operated and franchise retail locations globally. Gap
includes Women's and Men's apparel and accessories, GapKids,
babyGap, GapMaternity, GapBody and GapFit collections. The brand
also serves value-conscious customers with exclusively designed
collections for Gap Outlet and Gap Factory Stores. Gap is the
namesake brand for leading global specialty retailer, Gap Inc.
(NYSE: GPS) which includes Old Navy, Gap, Banana Republic, Athleta,
Intermix, Janie and Jack and Hill City brands. For more
information, please visit www.gapinc.com
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SOURCE Gap