Photo: Courtesy of Gap.
With prominent fashion brands increasingly entrusting their commercial success to social media, Gap’s latest collaboration with photo editing app VSCO — yep, the one giving Instagram a run for its filters — on its holiday campaign “Make Love” doesn't come as a surprise.
Tapping seven relatively unknown artists with large online followings to feature in the campaign, Gap worked with VSCO to create professional images showcasing the seven artists as models in clothing that represents Gap’s holiday themes: Fair Isle, indigo, metallic, plaid, stripes, texture, and warmth.
The app is popular among photography enthusiasts for its “anti-Instagram” qualities, thanks to “presets” that give users the ability to beautify images without the Polaroid effect that the entire human population now indulges in.
But this isn't the first time Gap has come at us with a social media-led ad extravaganza. For its “Back To Blue” campaign, the brand took part in a Tumblr takeover, encouraging users to define what “blue” meant to them through creating original content, before buying out every single Tumblr mobile ad for one day. Heck, even Topshop has got in on the social ‘pinning’ action this Christmas, by teaming up with Pinterest for its “Dear Topshop” campaign.
Rounding up the crème de la crème of the creative community sure is an astute move on the American retailer's part, given there’ll be no shortage of instant online sharing of the “Make Love” campaign.
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