NEW YORK, Aug 8, 2012/ — Bringing artists center stage for its “Shine” global marketing campaign, San Francisco-based Gap tapped musicians Seth and Scott Avett from the Avett Brothers; American pop duo Karmin; professional “Jookin” dancer Lil’ Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm to promote its “Icon Redefined” collection.
For the campaign, each cast member were photographed wearing Gap’s signature pieces updated with a modern design point of view and rich fall color palette while while performing their art form in motion.
As part of the campaign, Gap will showcase cast members through an eight-week content series on Gap’s social media channels. Inspirational content includes a YouTube video of Lil’ Buck jookin’, a Facebook how-to tutorial of Kaki King’s guitar tricks, style tips from Nicki Bluhm on Foursquare and a series of share-worthy quotes from the cast.
To follow the content series, visit Gap’s Facebook, Twitter, YouTube, Foursquare, Pinterest and Instagram communities. Join the conversation with the hashtag #shine.
Gap’s collaboration with well-respected fashion and lifestyle websites, Styld.by, continues with new partners and content this fall. Using pieces from the Icon Redefined collection, each website styles looks from their own point of view and then delivers those looks in a way that encourages people to engage and share them through social media.
Shine will appear in September issues of national magazines including Vogue, Lucky, InStyle, Glamour, GQ, Men’s Health, Rolling Stone and Nylon and outdoor in key markets including New York, Los Angeles, San Francisco and Chicago.