PMH ADVERTISING
Concept // Creative & Art Direction // DesignGAP
HOLIDAY MAKE LOVE CAMPAIGN
Clio fashion and beauty award winner.
30% lift in positive brand sentiment.
360 Campaign // Campaign & Photography // Print Design // OOO // Digital Design // Paid & Organic Social // Brand Guidelines
The Idea
Amid the holiday noise, we chose to spotlight individuals who spread love through action, using social media to celebrate their compassionate contributions—from Tony Bennett founding a music foundation to Connie Britton embracing a blended family. The outcome was bright with clean, crisp photography and provocative copy. There was immediate gut reaction to the intimacy between the people in the images allowing Gap to tell an intimate relationship story, a rich texture story. Rising above the holiday hype, we honored those who spread love through action and used social media to highlight their compassionate contributions – from Tony Bennett making a music foundation, to Connie Britton making a mixed family.
The Results
The results were more than merry – our campaign garnered a 30% pop in positive
brand sentiment and a Clio fashion and beauty nomination and win. The campaign did more than just promote products—it struck a chord. With notable sales growth, meaningfully aligned messaging, and strong crisis response, the “Make Love” campaign performed well both commercially and reputationally. “Make Love” emphasized themes of compassion, diversity, and actionable love. It featured icons like Tony Bennett, Connie Britton, Harry Belafonte, Cyndi Lauper, Waris Ahluwalia, and others, each showcasing how they contribute positively to the world and reaffirmed the brand's commitment to inclusion.
GAP
LIVED IN
The GAP “Lived-In” campaign delivered a positive
spring-season lift, particularly visible in April’s strong performance.
360 Campaign // Campaign & Photography // Print Design // OOO // Digital Design // Paid & Organic Social // Brand Guidelines
THE TEAM
Executive Creative Director: Dave Peterson
Creative Director, Copy & Voice: Courtney Vincent
Creative Director, Art & Design: Luz Jacome
Photographer: David Sims
Video Director: Danny Clinch