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GANT Looks Back to Ivy League Roots in Total Brand Re-launch by BETC

BETC Paris, 2 years, 1 month ago

‘They changed the world. Not the shirt.’ celebrates five world-changing, former Ivy League students

GANT Looks Back to Ivy League Roots in Total Brand Re-launch by BETC

Autumn 2015 marks a turning point in the history of the lifestyle fashion brand GANT. In collaboration with BETC, GANT is repositioning itself with a global advertising campaign that goes back to its roots on Ivy League university campuses and its iconic product, the button-down shirt.

The worldwide campaign includes a film and a gallery of five outdoor visuals that will be featured in the press, outdoor, in cinemas, in stores and on social media throughout the autumn and right through to 2016. The film shows life on prestigious Ivy League university campuses back in the 1950s, from highflying political and artistic ambition and civil rights demonstrations, to partying, sport and love stories. The print campaign celebrates five former IvyLeague students with remarkable careers, each of whom has changed the world in their own way. Five very different personalities united in their attachment to the iconic GANT shirt.

- Tracy K. Smith, winner of the Pulitzer Prize for Poetry. Poet and educator. (Harvard, 1990–1997)

- Jennifer Staple-Clark. Founder of Unite for Sight. Supporting eye clinics in the developing world. (Yale, 1998–2003)

- Natvar Bhavsar, Painter. Pioneer of colour field painting. (University of Pennsylvania, 1961–1965)

- Mark Plotkin, Ethnobotanist and President of The Amazon Conservation Team. Anon-profit organisation dedicated to preserving South American rain forests. (Yale, 1979–1981)

- George Weiner. Founder and CEO of Whole Whale. A digital agency thatl everages data and technology to increase the impact of nonprofits. (University of Pennsylvania, 2001–2005)


Brand: GANT

Creative Agency

Art Director: Alphons Conzens

Copywriter: Adrian Skenderovic

Creative Agency: BETC Paris

Creative Director: Rémi Babinet, Filip Nilsson, Rosie Bardales

TV Producer: Laure Denizot, Fabrice Brovelli

Music and Sound

Sound Production: GUM

Production Company

Director: Stuart McIntyre

Production Company: Bandits

Category: Clothing/fashion , Day/night wear

Genre: Dialogue , Fashion & Beauty , People , Storytelling