United States

2020

WHAT WILL YOUR LEGACY BE?

Entrant Company

Banana Republic, Gap Inc.

Category

Content Marketing

Client's Name

Sub-Category

Branded Content

Objective: Banana Republic is a premier destination for modern menswear with product that is designed for a life with “No Boundaries”. Recognizing that men new get their fashion inspiration from many sources—including street style—Banana Republic’s objective was to launch our new Legacy Denim with Dapper Studios, a Brooklyn-based artist collective known for their realness and connectivity. In the What Will Your Legacy Be? campaign, Banana Republic gave our “our most authentic jean yet” to Dapper Lou and his team to reconnect with those redefining the fabric of culture, styling our Legacy Denim their own way and asked the question: What will your Legacy be? Strategy + Execution: To celebrate this product launch and the bold “No Boundaries” spirit of the brand, the integrated marketing campaign highlighted the authenticity of Legacy Denim, a 14 oz. jean with vintage-inspired washes. Curious, connected and out in the world, we love seeing these role models tell their stories about their craft. The dynamic 360-degree campaign came to life through a poignant film, deployed across digital, social and stores. It rolled out in digital retail on BananaRepbulic.com, where shoppers and fans alike could go deeper in the stories and learn more about the new Legacy Denim collection. Results: This campaign drove brand and business-defining results—setting the tone for more authentic collaborations with artists and role models.

Credits

Senior Director, Creative
Jen Matic
Content Creative Director, Photographer, Talent
Dapper Lou, Dapper Studios
Global Editorial Director
Stephanie Davila
Digital Design Director
Ray Chang
Content Writer, Spoken Word Poet
Joekenneth Museau
Talent
Chermelle Edwards, The Coffeetographer
Director of Photography (Motion)
Anthony Prince
Production
Equator Productions, Ashley Cimone
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