Gymboree: Made You Smile by Where Eagles Dare

Client: Gymboree
Date: Jul 2018
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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

Client: Gymboree

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

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