Gymboree: Made You Smile by Where Eagles Dare

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.