ASIA-PACIFIC – SHANGHAI, CHINA, FEBRUARY 2, 2011 – Iconic US apparel brand Gap has launched the second phase of its creative campaign in China. Developed and executed by Y&R China, this latest phase of the ‘Let’s GAP Together’ campaign continues the theme of bringing together western and eastern individuals who epitomize the freedom and optimism felt through embracing one’s passion and expression of individuality.
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Shot by legendary American fashion photographer Annie Leibovitz, who also stars in one of the campaign images with her Hong Kong contemporary, Wing Shya, ‘Let’s GAP Together’ features photographers, film directors and musicians. US R&B superstar Usher is paired with Taiwanese Mandopop star Jolin Tsai; one of Hong Kong’s finest film directors, Johnny To is photographed with legendary Oscar winning US film director Barry Levinson.
Grace Wong, Senior Director, Head of Marketing, Gap China said, “Gap has always been a supporter of self-expression and embracing one’s individual style. Many of our past iconic campaigns have celebrated this – and this campaign is a great evolution of this heritage.”
Nils Andersson, Chief Creative Officer, Y&R China said, “The single most important relationship this century will be the one between China and the US, and how the youth of each country embraces the future is everything.”
Gap opened its first four wholly owned contemporarily designed Gap stores in Beijing and Shanghai in November last year, bringing the brand’s modern, accessible style to Chinese consumers for the first time. Each store will house all Gap collections: Gap, GapKids, baby gap and Gap Body. An online retail store, www.gap.cn has also launched, making Gap clothes available to all customers throughout China.
The campaign includes print, outdoor, digital and in-store executions.
CREDITS
ECD: Nils Andersson
Art Director: AS Anam/Jonathan Mo
Copywriter: Nils Andersson/Jonathan Mo
Planner: Stephen Drummond
Managing Director: Carter Chow
Director of Client Service: Sarah Yana Akib
Business Director: Gerald Hu
Photographer: Annie Leibovitz
Production House: Annie Leibovitz Studio
Media agency: Mediacom
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