Gap Do the (Red) Thing
Gap is selling a limited edition World AIDS Day t-shirt by French fashion designer Isabel Marant. 50% of all profits from the sale of the (PRODUCT)RED World AIDS Day T-shirt will go to the Global Fund to help those living with HIV/AIDS.
The Gap Do The (Red) Thing campaign was launched in 2006 with a print advertising campaign developed at Laird and Partners, featuring photographs by Annie Leibovitz. The 2006 campaign featured Jennifer Garner Assu(red), Penelope Cruz Desi(red), Don Cheadle Admi(red), Chris Rock Uncenso(red), Christy Turlington Ado(red), Steven Spielberg Inspi(red) Mary J. Blige Empowe(red), Dakota Fanning Discove(red), and Apolo Ohno Powe(red) sporting their favorite Gap PRODUCT (RED)™. The campaign featured the phrase, “Can a T-shirt Change The World? This One Can. All Gap (PRODUCT) RED clothing is designed to help eliminate AIDS in Africa.”
In 2007 Gap released images of actor Terrence Howard and his three children Hunter, Aubrey and Heaven; Dixie Chicks’ Natalie Maines alongside her sons Beckett and Slade; actress Abigail Breslin with her friend Curious George, Anne Hathaway, Wyclef Jean, and John Legend with members of the African Children’s Choir.
2007 images courtesy of Just Jared.