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.
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