Old Navy will have its youngest shoppers singing their way into the new school year with the release of the brand’s exclusive back-to-school musical anthem, “Unlimited” written by Pasek and Paul. The epic musical number encourages kids to reach for their dreams and unlimited potential. The music video, which features cameos by popular YouTube personalities, is available exclusively on Old Navy’s YouTube page (www.youtube.com/oldnavy), and the song can be accessed on all digital musical platforms. To further support young people pursuing their dreams, proceeds from iTunes downloads of the song will support Camp Old Navy’s programming with Boys & Girls Clubs of America.
“Unlimited” celebrates both the aspirations and apprehensions that come with going back to school. On her first day of school, a kid Dreamer imagines all the possibilities for the new school year and beyond, only to be brought down by the Womp Womp, a naysaying curmudgeon who is a personification of her self-doubt. Despite the Womp Womp’s negativity, the Dreamer sings of big dreams, such as being an inventor, a star athlete, and even the president. She ultimately finds her confidence when she meets a fellow dreamer who becomes her new best friend.
To help distribute the anthem, the brand is working with YouTube youth multi-channel network AwesomenessTV, tapping into their arsenal of talent. The video features cameos by seven well-known YouTube stars from the AwesomenessTV multi-channel network: Hunter March, Josh Levi, JennxPenn, Kingsley, Miranda Sings, Mystery Guitar Man and Thats0jack. The cameos are subtle nods, designed for viewers to “spot” their favorite stars as a digital-style Easter egg hunt. Each star will also be creating ancillary content on their channels to support the video, using the campaign hashtag #BeUnlimited.
“We’re excited to launch our first ever back-to-school music video as a way to entertain and engage kids on the platforms where they are naturally consuming content,” said Jamie Gersch, VP of Marketing, Old Navy. “We hope this song inspires kids to dream big this school year, and are working with Boys & Girls Clubs of America to provide opportunities for every kid to fulfill their unlimited potential.”
Old Navy is donating the net proceeds from downloads of the song on iTunes to support the Boys & Girls Clubs of America (BCGA). For 15 years, Old Navy has supported BGCA and local Clubs through Camp Old Navy, an initiative that invests in summer programs for underserved kids. The brand currently has a donation drive in stores to match customer donations up to $500K, bringing the potential total donation to $1 million.
Along with creative partner CAA Marketing, a division of Creative Artists Agency (CAA), Old Navy tapped a number of creative forces in the Broadway and Hollywood community to create the anthem. The song was penned by Tony-nominated songwriters Benj Pasek & Justin Paul (A Christmas Story, The Musical; James and the Giant Peach, The Musical; and NBC’s Smash), and the fantastical Womp Womp creature was designed by Legacy Effects (Iron Man, Captain America, The Muppets). Directed by Matt Dilmore of Biscuit Filmworks, the video introduces two young talented newcomers, 14-year-old Isabella Balbi as “The Dreamer,” and 11-year-old Jacori Neal as her best friend.