Gap has launched a new global marketing campaign focusing on its popular 1969 line.
Developed in partnership with Ogilvy & Mather and Cool Hunting, the ‘1969: L.A. and Beyond’ campaign features videos about the day to day running of the denim design studio in Los Angeles.
The campaign launch follows a management shake-up at the beginning of the year, which saw a new global creative centre being built.
The first global chief marketing officer, Seth Farbman, who was previously worldwide managing director for Ogilvy, was also appointed in the shake-up.
Farbman said: “When I first joined Gap, I was surprised by the unexpected, untold stories across the brand—particularly about our people and the real-life experiences and situations they’re inspired by.
“Fall is our first step in sharing what’s different and inventive at Gap, and we’re starting with our 1969 studio. We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.”