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let's gap together

Brief: GAP wanted to launch in China. Just at a time when western brands were failing to localize and assuming global work would do well for Chinese consumers, we needed to credibly establish this iconic American fashion brand in a heavily saturated retail market. Pitching-winning idea: 'Let's GAP Together' positions the brand as a liberator representing values that crossed cultural boundaries, by simply bringing the best of the East and West together in a simple yet memorable execution. This was first advertising campaign in the market to have worked with Chinese and American celebrities this way. Results: This five-year launch campaign brought the brand to the top of the competition and brand awareness increased from 15 to 80%.

Project Roles
Art Director, Copywriter, Designer
Company
Y&R
Skills
Art Direction, Design, Portrait Photography
Media
Advertising
Project Industries
Advertising, Fashion
let's gap together
let's gap together
let's gap together
let's gap together
let's gap together
let's gap together
let's gap together
let's gap together