Gap invites everyone to dream towards a brighter future together, connected in joy, peace, empathy and love
This holiday, Gap introduces the “Dream The Future” campaign, underscoring the brand’s platform of modern American optimism celebrated through togetherness. Following the brand’s Fall “Be The Future” and “Stand United” campaigns, grounded in unity and amplifying voices for a better tomorrow, Gap invites everyone to dream towards a brighter future together, connected in joy, peace, empathy and love.
“Dream The Future” is a reflection of hope – hope that we move forward together and hope that the racial and social divides between us will not exist for future generations. It’s a time to lift one another and care for each other.
The campaign has launched on national television and digitally to a reimagined demo of “Dream Baby Dream,” by singer and songwriter Karen O. Dreams give us hope for a brighter 2021. Together, we can make significant strides forward, hand in hand.
“As we approach the end of a challenging year, we recognise that our country is fatigued and longing for a sense of unity,” says Mary Alderete, global head of Gap marketing. “We must continue to look forward and promise to create a better future together. We’re optimistic that we can celebrate, not just our differences, but our common humanity.”
Directed by award-winning photographer and director, Christian Weber, the campaign celebrates the shared emotions that connect us, expressed through motion by dancer and celebrity choreographer, Ryan Heffington.
The creative champions diversity, showcasing a community of family, friends and strangers uniting and igniting each other with words that define a better tomorrow. An offshoot of the main spot features a connected expression of improvised dance by artists Lil Buck and Myles Yachts, shot in one take.
“Dance is a universal language that can express the endless emotions of humans,” says choreographer Ryan Heffington. “With this holiday campaign for Gap, it was a pleasure to execute in physical form what the holidays exude. In times like these, it’s important to celebrate the gifts in life, our relationships and community alike. May this project inspire and remind people that hope, warmth and happiness is worth sharing during this holiday season.”
To encourage everyone to dream the future, Gap will bring the campaign to life by kicking off a dance challenge on social media, encouraging communities to band together during one of the most difficult years we’ve faced in recent history, support those in need and participate with friends and families.
In honour of Giving Tuesday, Gap will make a donation to Boys & Girls Clubs of America for every dance challenge video, up to US$50k/£38.2k. Stay tuned for dance challenge details to be announced in November.