Gap is turning to storytelling in its new global campaign, promoting its 1969 premium denim collection with "real people" (to start with, the team behind the collection, at its Los Angeles denim studio) and some other local touches, including tapping into the mobile truck craze and even featuring the studio's resident dog.

The first major campaign by the brand's new CMO, former Ogilvy exec Seth Farbman, the "1969: L.A. and Beyond" campaign aims to tell "the story of its 1969 fall collection from the inside out. Starting with the personalities behind the denim, 1969: L.A. and Beyond gives a transparent look at the designers and how they come together each day to create the latest in denim fits, fabrics and washes. Taking it from the studio to the real world, the campaign also shows how the denim comes to life in various cities by the people who wear it."Continue reading...

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