‘Play Your Stripes’ with Gap’s interactive holiday campaign

As Halloween has barely begun to recede in our rear-view mirrors, it’s obviously time to start kicking off the Christmas campaigns. Quick out of the gate is Gap, which has released GapGiftGuide.com, an interactive campaign that lets you turn your striped sweaters into musical instruments.

Created in collaboration with Wieden + Kennedy New York, the campaign asks you to turn on your webcam and don some striped clothes. Then, wave your hands over the stripes and play along to “It Is What It Is,” a new tune by Brit soul artist Blood Orange. Or, you can create your own. The result is a customized, personalized music video that you can share on social media.

The campaign is just one of the parts of GapGiftGuide.com, an interactive holiday gift guide that catalogs potential gift items in what the clothier hopes is a “stress-free” way. It’s done with 10 short films, embedded into the guide, which give viewers a glimpse into the secret lives led by gloves, mittens and leggings.

The retailer also worked with Blood Orange and director Alex Da Corte for a special edition video for the new song.

The holiday campaign is part of the retailer’s beleaguered “Dress Normal” campaign, which, has gotten flak from critics who ask why Gap gets to decide what “normal” looks like. Sales for the retailer have taken a hit, too.

“Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience,” Seth Farbman, Gap’s global CMO said in a statement. “It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand.”

The brand said that this holiday campaign harkens back to Gap’s musical roots: the retailer’s first store, which opened 45 years ago, sold denim as well as records.

https://staging.digiday.com/?p=94320

More in Marketing

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.