'Everyone Belongs' in GapKids' Joyful Back-to-School Campaign

The retailer will also support a nonprofit for underprivileged classrooms

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For many kids, starting a new school year can be one of the most daunting times in their young lives. It can be even more so when they are differently abled or settling into new family dynamics at the same time. 

With this in mind, GapKids wanted its latest campaign to inspire these children to shine by embracing their individual gifts—and everyone else’s in the process.  

Conceived in-house by Gap creative director Len Peltier, with film direction by Lauren Sick and photography by Jack O’Connor, “Everyone Belongs” takes a literal page from the book of the same name by author Heather Avis, whose own children—Macy, Truly and August—are featured in the campaign. 

In the 30-second spot—which began running July 27 across the brand’s channels along with television and digital—the children narrate what “belonging” means to them as they are seen climbing trees, playing basketball, drumming, dancing, bowling and generally being exuberant, playful...



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