The goal for 2017’s Equal Pay Day campaign was to create a unified message across Gap Inc. brands, with each brand participating in some sort of equal pay message on their respective social media channels. Gap Inc.’s Foundation team — which owned campaign messaging this year — was inspired by a product laydown image of sweaters linking arms (below right), which they pitched to all brand marketing teams.
For my Gap Inc. Content Marketing and Creative team, our challenge was to translate that product angle to work with our @GapInc. corporate identity. I came up with the idea to do an employee “laydown” image to tie into the brands’ direction, while also highlighting the people behind the business.
We invited employees from Business Resource Groups to be a part of the photo — emphasizing support, inclusion and equality — to showcase how Gap Inc. stands for and celebrates equality leading into Equal Pay Day.
In addition to shooting the laydown photo, we took the opportunity to film a short 15-second video of male and female employees linking arms in solidarity, which we titled “Stand Together” — referencing how women and men are allies in the fight for equal pay, and also how Gap Inc. is taking a united stance across its brands.
We also partnered with the Photo Studio team to create a stop-motion video of the laydown, and our social media manager took the opportunity to experiment with filming a Facebook Live video of our shoot “behind the scenes,” which performed exceptionally well.