OLD NAVY
DIE MODELQUINS!
Old Navy became famous in the mid ’90s with its quirky, offbeat advertising featuring retro TV celebrities, a retired fashion editor and a dog named Magic.
When I took over the business in 2012, they were on their third plus year of steady double-digit decline.
BACK TO SCHOOL: NEW GIRL
Old Navy needed to revive its place as the largest “fast fashion” discount retailer in the world.
STEP #1
Kill the
Modelquins®!
THE NEW T-MACHINE
STEP #2
Get back to what made Old Navy great: a pop culture brand with great modern style & unapologetic fun.
The TV work was consistently featured in Creativity’s Best Spots as well as talked about on national TV.
Our Times Square and Flip-Flop Ice Block stunts won awards in CA, The One Show and Cannes. When everyone from the Today Show, E!, Entertainment Weekly and Saturday Night Live was talking about and spoofing our commercials, it became very obvious that the Old Navy that everyone always knew and loved was back.
SWEATER SEQUELS
JORDAN KNIGHT SINGS THE OLD NAVY SUMMER CATALOG
5 MILLION FANS
FASHION SHOW
THE SOFTEST SWEATER EVER
5 MILLION FANS FINALE
RESULTS
Bringing back all the fun characters and blast-from-the-past celebrities created tremendous buzz for Old Navy and led to record-setting sales throughout the year.