Gap breaks back-to-school campaign
By Adnews Staff
Clothing retail chain Gap Canada has begun a back-to-school campaign called “Everyone Belongs.” According to the company, the campaign is based on the book of the same name by Heather Avis, which highlights children making use of their “unique abilities and talents.” The campaign, developed in-house, promotes the company’s GapKids line of products. It consists of television and digital executions. The promotion also includes a digital talent show that invites children to demonstrate their own talents and skills via social media videos.
“Celebrating individuality has always been iconic to Gap brand,” said Mary Alderete, global head of marketing at Gap. “Back-to-school is the right time to bring this message of belonging to the forefront and reinforce that there is no greater joy than being your true self. ‘Everyone Belongs’ shares an important message for kids and adults alike, and we are excited to continue to encourage individuality, acceptance and the joy we feel when we embrace our unique selves.”