Old Navy conducts Unlimited campaign
By Adnews Staff
Clothing retail chain Old Navy has begun a back-to-school campaign called "Unlimited" in Canada and the United States. The campaign was developed in collaboration with Boys and Girls Clubs of America and Boys and Girls Clubs of Canada, as well as with AwesomenessTV. The campaign features a song and online video posted on the brand's YouTube page. The song's lyrics are based on interviews conducted with members of various Boys and Girls Clubs about what makes them feel "unlimited." The song is performed in the video by personalities from AwesomenessTV who are wearing Old Navy clothing.
The campaign also includes an in-store fundraising component that will donate up to $US500,000 to Boys and Girls Clubs in the US and Canada. The effort also makes use of a website at <http://www.oldnavy.com/unlimited>. Old Navy is a subsidiary of San Francisco-based Gap Inc. AwesomenessTV is a media company owned by DreamWorks Animation and Hearst.