The film was the first step of the brand relaunch, introducing the new territory. We reconnected Gant to its Ivy League roots.
Gant opened a store inside Yale Campus in 1885 and supplied generations of students. That’s the story we wanted to tell.
As a second step, we introduced a new brand philosophy : NEVER STOP LEARNING.
That tagline was linked to the brand heritage and was strong enough to be a big long-term strategic idea.
That new motto inspired us.
Here's one of the idea we produced :
WHITE SHIRT x WHITE PAGE
The starting point:
A white page looks like a folded white shirt.
The white page is the starting point of the creative process and the iconic Gant white shirt -that fits with everything- is the starting point to show of your personnal style.
The idea :
A brand content campaign where Gant invited inspiring artists to fill a white page with their art (painting, drawing, writing, design,...) while wearing the Gant shirt. The videos/photos of the performance were feeding all the social media channels.