Gap’s 1969: LA and Beyond fall 2011 campaign has cast real people, and will be based primarily online, with national magazines and point-of-sale media as supporting media, says the company.
   Gap’s 1969 studio, creating the company’s denim line, is the first to get a treatment by the company’s marketing department to highlight ‘what’s different and inventive at Gap,’ says chief marketing officer Seth Farbman.
   ‘We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.’
   To accomplish this, Gap says it will showcase 1969 online through its Facebook page and sponsored editorial at Daily Candy, FabSugar, Glam, Hulu, Look Book, Pandora, Refinery29, Rolling Stone and Trend Central.
   Creative at the website features interviews with Gap’s own 1969 team, discussing their rationales for the season’s designs.
   Creative director Rosella Giuliani, women’s design director Nicole King-Burroughs, women’s merchant Masako Konishi, men’s design director Jason Ferro, men’s merchant Cale Margol, and wash specialist Rob Crews all play a part in the campaign.
   However, the advertisements released by Gap for the 1969 line show its usual attractive visuals with models.