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GAP launches Autumn campaign "Stand United"

Tom Shearsmith
10 September 2020

Fresh off the GapKids' Be The Future campaign – a call-to-action for youth, led by youth – GAP has launched the Stand United campaign. The brand's Autumn adult campaign highlights the power of being a diverse collective.

GAP hired award-winning photographer and director Christian Weber to capture this unique moment in time, as the pandemic forced the country to separate, only to "realise the true power and value of connection".

As people take the future in their own hands by changing the way we work, socialise and build community, GAP aims to portray a message of "standing united in our resilience and strength to care and stand up for one another".

To move forward, GAP takes inspiration from its founding year, 1969. The campaign launches digitally today to the soundtrack of Kristina Train's modern, soulful cover of "Get Together" – an anthem made famous with a 1969 re-release that became a symbol of peace and unity.

Mary Alderete, Global Head of GAP Marketing, said: "GAP was founded during a formative time in our country’s fight for equality with a mission to do more than sell clothes. Over 50 years later, GAP is still amplifying voices to bridge the gap between generations and cultures. We Stand United, for freedom, dignity, and equality, by advocating for our collective ability to create a better future together."

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