A Lionsgate tie-up, the GapKids Forward with push celebrates people who inspire children using confidence, focus, creativity, and kindness.
GapKids has introduced a new push celebrating the return of children to the classroom. Themed Forward with, while focused on extending the idea of ‘dressing’ beyond clothing to include traits that lead to success, the campaign entails a short film series which spotlights the people who help shape kids’ futures.
Created in partnership with global content giant, Lionsgate, the final spot from said series, Forward with Kindness, is inspired by the studio’s upcoming feature film, Wonder, and stars actor, Jacob Tremblay, alongside R.J. Palacio, the author of the best-seller from which the motion picture was adapted.
The narrative calls out parents, teachers, and mentors who invest time in arming young ones with positive attributes such as courage, kindness, and possibility. The campaign and series will live online, on social media, and YouTube. The Wonder Certified Kind Classroom programme runs until April 2018.
GapKids will also participate in the #ChooseKind movement leading up to the movie premiere in November. The educational initiative designed for third to sixth grade students enters classrooms through a tie-up with Random House Children’s Books, Lionsgate, and co-producer, Walden Media.
“The real-life stories that we are sharing through the video series are emotional, optimistic, and are what Gap is all about,” said Craig Brommers, Chief Marketing Officer at Gap. The three other videos from the film series are Forward with Confidence, Forward with Focus, and Forward with Creativity.