US Creative Work of the Week: kids sing along to Rick Astley in Gymboree campaign

Gymboree kids dance and sing to Rick Astley

A bunch of kids singing along to the 1987 Rick Astley hit Never Gonna Give You Up is enough to make anyone smile, and a bunch of The Drum's readers apparently smiled enough to vote the Gymboree campaign the US Creative Work of the Week.

Gymboree, the San Francisco-based children’s apparel retailer, unveiled a rebrand and ‘Rick-rolled’ fans in the process.

The rebrand includes an all-new collection with plenty of retro denim – supported by a national marketing campaign released in time for back-to-school.

Created by creative agency Where Eagles Dare, the integrated campaign introduced Gymboree’s brand platform: ‘Made You Smile,' with the goal of spreading happiness.

The centerpiece of the campaign is a music video that features kids wearing the new collection while lip-synching to Astley's dance hit. Each child models a different denim fit and outfit, dancing and bopping along with the song, as they display the entire collection.

See the campaign by clicking on the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

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