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%.