GAP Kids
CHALLENGE
Grow awareness of Gap Kids brand identity as distinct from The Gap.
INSIGHT
Global: kindie music, a growing trend in the family music space.
Local: Bunch members who were already Gap Kids shoppers shared that GK offered unique and cool clothes. Other parents had made an assumption that Gap Kids clothes were ‘conventional’ or ‘generic’.
PROGRAM:
• In-store kindie concerts in lead markets.
• Create kindie ”merch”
• Now an annual event
AGO/Weston Family Learning Centre
PROGRAM
Initiate a series of unique activities highly targeted at key creative families. Kick start awareness with a Family Day PR event (AGO becomes KGO)
LUMINATO FESTIVAL
PROGRAM
Creation of annual designated family event on Luminato opening weekend. Dedicated Communication of which events are for families Ex: They Might Be Giants Concert, Family Dance Party in Yonge Dundas Square, weekend activations around Cirque de Soleil events.
CARING KIDS – Dare to Draw
PROGRAM
In response to this need we created ‘Caring Kids,’ a turn-key fundraising solution that provides socially responsible organizations with a tool to give families an age-appropriate, easy and entertaining way to get involved with their cause.