Gap launches 'Logo Remix' collection with original film and music

Dive Brief:

Clothing brand Gap launched a multimedia campaign to honor its logos throughout the decades that includes a new collection of apparel, song remix, film and TV commercial that will air during the Grammy Awards, according to a press release. The "Archive Reissue - Logo Remix" collection will be available online Jan. 27 and in stores on Jan. 29.
The "Logo Remix" mixes music, acting, comedy and activism while featuring Grammy-nominated singer Sza and producer Metro Boomin, who created a hip hop remix of the '80s Thompson Twins song "Hold Me Now" for the campaign. The song will be available on music streaming sites starting Jan. 25, and the full film will hit social media and Gap's website on Jan. 28.
An additional "Making Of" video is also available and features the film's cast sharing their ideas on what it means to "remix culture," while wearing pieces from the limited-edition collection.

Dive Insight:

Gap built its identity over the past few decades on diversity and culture with memorable TV spots featuring sparse backgrounds and large-scale dance numbers. As the brand has struggled of late with store closings and dips in sales, Gap has been returning its marketing strategy to its roots in an attempt to remind consumers of the brand's iconic place in Americana and lure them back with a nostalgia-heavy campaign.

Gap hopes to reach a wide audience with the "Logo Remix" campaign by tapping a variety of channels and media. Streaming of the campaign's original song and the film featuring global artists could appeal to consumers with its authenticity and inspiring message. The digital marketing elements and earlier online release of the clothing also signals that Gap is seeking to bolster its e-commerce strategy and generate some excitement ahead of the commercial and film release.

Last year, Gap made a similar play with its '90s Reissue Archive campaign, which included a line of merchandise and a "Generation Gap" film, referencing the brand's ads of the 1990s and featuring some of the children of the original ads' cast. Consumer and social interest in that campaign likely led the company to launch this year's version of the campaign.

Marketers are embracing video as a way to create higher-quality content and connect with consumers through storytelling. P&G's Head & Shoulders is featuring U.S. Olympic freeskier Gus Kenworthy in a video and social campaign in which the athlete shares his experiences of coming out as gay, and Mastercard just added music and storytelling elements to its #StartSomethingPriceless campaign for the Grammy Awards.