The Gap is one of the largest specialty retailers in the United States. It is also a socially conscious brand that invests millions of dollars annually into activities led by its Gap Foundation. They had recently launched Gap for Good, a line of sustainably produced clothing, which needed more visibility to consumers in order to have maximum social impact.
Redbird developed a multi-channel campaign concept to spread the word and the good work. The program, which we called “Get Into Gear,” centered on placing real-life changemakers (and the programs they led) in the Gap’s spotlight, enabling them to co-create clothing that would be sold in stores and marketed through national brand channels. Changemaking is of critical importance to millennials and Gen Z, and creating brand icons of real, but remarkable, people shows how we are generationally sensitive and culturally aware.