Gymboree, the San Francisco-based children’s apparel retailer that recently cleared bankruptcy after shuttering over 300 storefronts last year, is unveiling a rebrand today (July 16) and ‘Rick-rolling’ fans in the process.
The rebrand includes an all-new collection, focused on quality fabrics, comfortable designs and plenty of denim – supported by a national marketing campaign released in time for back-to-school.
Created by creative agency Where Eagles Dare, the integrated campaign introduces Gymboree’s new brand platform: ‘Made You Smile.’ The campaign showcases the new collection and announces Gymboree’s changes to existing customers while also aiming to attract new millennial consumers, according to a release. The goal of the campaign is to make people smile and spread happiness.
The centerpiece of the campaign is a full-length music video that features kids wearing the new collection while lip-synching to Rick Astley’s 1987 hit ‘Never Gonna Give You Up.’ Each child models a different denim fit and outfit, dancing and bopping along with the song, as they display the entire collection.
In addition to the video, Gymboree is launching a custom interactive mobile app, ‘Made You Smile,’ (available for both iPhone and Android). Created in partnership by Where Eagles Dare and Space150. It includes a ‘Smile Generator’ letting users create their own animated characters, producing shareable content that unlocks a layer of augmented reality to bring Gymboree’s new graphic tees to life. App users will have the opportunity to enter weekly drawings in Gymboree’s ‘Surprize Surprize’ sweepstakes for a chance to win amazing prizes such as a trip to New York City or a new car, as well as instant win prizes while they shop in store.
Agency: Where Eagles Dare
Brian Franks, Founder/Executive Creative Director
Zam Cadden, Creative Director
Colby Vagley, Project Manager
Sarah Karwoski, Senior Designer
Melanie McCluskey, Copywriter
Dan Griesemer, President and CEO
Tina Canales, SVP, General Manager
Dean Silbersak, VP, Brand Creative
Parnell Eagle, SVP, Marketing + Ecommerce
App created and developed with space150
Video Produced with PF100
Barry Sonders, Executive Producer, PF100
Bruno Miotto, Director