Old Navy’s Back-To-School Campaign Shows What It Means To Be #Unlimited
The clothing company asked kids at Boys & Girls Clubs across North America what it means to be "unlimited," then turned their responses into a musical back-to-school video to help support their charity fundraising effort.
Just as it did last year during back-to-school, Old Navy teamed with AwesomenessTV and The Boys & Girls Club to produce a music video aimed at empowering kids to be #unlimited.
The video, written by music producer Cisco Adler and Alex Aiono, is performed by AwesomenessTV talents Alex Aiono, Cimorelli, Jordyn Jones, Josh Levi, Mahogany Lox and Megan Nicole. YouTube music video director and musician Kurt Hugo Schneider shot the video in one continuous take.
The song was inspired by answers kids at Boys & Girls Clubs around the country gave to the question, “What does it mean to be unlimited?”
The special t-shirts worn in the video are available for purchase in Old Navy stores and online. Old Navy will donate 20 percent of the proceeds, up to $75,000, from sales of the shirts in the US and Canada to help support the Boys & Girls Club of America (BGCA) and the Boys and Girls Clubs of Canada (BGCC).
The t-shirts are part of a larger Camp Old Navy fundraising effort to benefit Boys & Girls Clubs. From July 24 to August 19, 2015, Old Navy will match in-store customer donations to BGCA and BGCC up to $415,000.
Customers can participate in the fundraiser by donating in store, buying an #Unlimited tee, or downloading the #Unlimited song at oldnavy.bandcamp.com. Donations from song downloads, which Old Navy will match up to $10,000, will be donated directly to Boys & Girls Club of Malibu, where songwriter Cisco Adler is an active supporter.