Brief: GAP wanted to launch in China. Just at a time western brands were slowly starting to lose appeal and relevance among Chinese consumers, we needed to credibly establish this iconic American fashion brand in a heavily saturated foreign market.
Pitching-winning idea: 'Let's GAP Together' bridges the gap between East and West in a visual way. Similar icons, each portraying their creative discipline in their own country were brought together. This was the very first advertising campaign in the market to have worked with celebrities from both China and the US in such a simple yet memorable execution.
Results: It brought the brand to the top of the competition and brand awareness increased from 30 to 80 percent.
Photography by Annie Leibovitz, next to photographer Wing Shya.
Gap opened its flagship store in Shanghai's busiest shopping streets, and the work went live everywhere. The blue lights came from the initial pitch idea of wrapping the store with jeans.
www.gap.cn is continuing to lure buyers from China's 420 million strong online citizens.