GAP wanted to launch in China. But how do you have standout in an already saturated fashion market?
Our unique campaign 'Let's GAP Together' bridges the gap between East and West in a simple visual and iconic way. It brought the
brand to the top of the competition and brand awareness increased from 30 to 80 percent.
The powerful concept symbolized by a simple logo lock-up: Let's Gap Together.
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. is continuing to lure buyers from China's 420 million strong online citizens. 
Back to Top