Gap Canada readies fall campaign
By Adnews Staff
Clothing retailer Gap Canada of Toronto will break a new advertising campaign in August called "Classics Redefined." The twelve executions will make use of black and white portraits of various celebrities taken by photographer Annie Leibovitz. Each ad will promote one item deemed by the company to be a "wardrobe essential" for fall. In Canada the campaign will run in the September issues of Elle Canada, Fashion, Flare, LouLou, Wish and Clin d'oeil magazines. Billboards and bus shelter ads will also be used in some markets. "Our advertising has always put the individual ahead of the clothes," said company founder Don Fisher. "Whether it's a celebrity, a writer, a performing artist or a model, the person is always the art, the clothes the frame that sets them off. A photo is a way to capture that moment so it doesn't pass. A compelling portrait is a way to make sure it lives on forever." The campaign was developed by Laird & Partners of New York.