Gap marketing campaign encourages to "Vote for.."

At the time when votes are the magic word, Gap introduces its “Vote for” marketing campaign, which will run through the US presidential election, November 4. Centered on a customizable classic white t-shirt that simply says, “Vote for…”, Gap is encouraging Americans to fill in the blank with whatever word, expression or presidential candidate they are passionate about.

 

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In addition to the “Vote for…” t-shirt that is sold in the stores and on the website, the campaign features “Vote for” buttons and an original song by musician Matt White. Store windows will feature images of 70 real people who filled in the blanks on their T-shirts at Gap events over the summer. On its website, Gap has posted personal webisodes by acclaimed actors, architects and political activists, talking about how they would fill in the blank.

“For nearly 40 years, self expression and individuality have been an integral part of the heart and soul of Gap,” said Ivy Ross, executive vice president of Gap Marketing. “With this historic election upon us, we wanted to provide Americans with a platform to voice their opinions.”

As part of the campaign, Gap has enlisted the support of political activist and American TV and film icon Norman Lear who founded Declare Yourself, a nonpartisan campaign aiming to empower every eligible American to register to vote.