Gymboree, the San Francisco-based children’s apparel retailer that recently cleared bankruptcy after shuttering over 300 storefronts last year, is unveiling a rebrand today and ‘Rick-rolling’ fans in the process.
The rebrand includes an all-new collection, focused on quality fabrics, comfortable designs and plenty of denim – supported by a national marketing campaign released in time for back-to-school.
Created by creative agency Where Eagles Dare, the integrated campaign introduces Gymboree’s new brand platform: ‘Made You Smile.’ The campaign showcases the new collection and announces Gymboree’s changes to existing customers while also aiming to attract new millennial consumers, according to a release. The goal of the campaign is to make people smile and spread happiness.
The centerpiece of the campaign is a full-length music video that features kids wearing the new collection while lip-synching to Rick Astley’s 1987 hit ‘Never Gonna Give You Up.’ Each child models a different denim fit and outfit, dancing and bopping along with the song, as they display the entire collection.
“In making the video, we wanted to stay authentic to the original ‘80s style Rick Astley dance, with shadow dancing and slow-motion moves,” said Brian Franks, founder and executive creative director of Where Eagles Dare. “But we made it more modern by introducing both a girl and boy lead and having a variety of kids showcasing their style, all set in and around a school as if the kids are running the town for a moment and doing an improvised version of the song.”
In addition to the video, Gymboree is launching a custom interactive mobile app, 'Made You Smile.' Created in partnership by Where Eagles Dare and Space150, it includes a ‘Smile Generator’ that lets users create their own animated characters, producing shareable content that unlocks a layer of augmented reality to bring Gymboree’s new graphic tees to life. App users will have the opportunity to enter weekly drawings in Gymboree’s ‘Surprize Surprize’ sweepstakes for a chance to win amazing prizes such as a trip to New York City or a new car, as well as instant win prizes when they shop in store.
Gymboree has also partnered with Color Factory to create an immersive experience for the whole family. Open to the public on August 20, 2018 in New York City, Gymboree and Color Factory worked with non-profit 826NYC to create a room within the Color Factory exhibit that will feature a floating balloon installation and children's wishes for the future. Color Factory, a collaboratively-produced art experience, brings together talented artists, creatives and makers to conceptualize and collaborate on participatory, color-inspired installations.
The initial campaign will run through Labor Day. Gymboree’s ‘Made You Smile’ platform will continue to evolve into the fall and winter, offering new content via its mobile app and digital channels.
To see the full video, click on the Creative Works box below.
Where Eagles Dare: Gymboree 'Made You Smile'
Brian Franks, Founder/Executive Creative Director
Zam Cadden, Creative Director
Colby Vagley, Project Manager
Sarah Karwoski, Senior Designer
Melanie McCluskey, Copywriter
Dan Griesemer, President and CEO
Tina Canales, SVP, General Manager
Dean Silbersak, VP, Brand Creative
Parnell Eagle, SVP, Marketing + Ecommerce
App created and developed with space150
Video Produced with PF100
Barry Sonders, Executive Producer, PF100
Bruno Miotto, Director