ASIA-PACIFIC – CHINA, SEPTEMBER 7, 2012 – Touching on the deeper significance of social networking, communication and future opportunities, the latest instalment in Gap China’s ‘Let’s GAP Together’ campaign has been unveiled. The pairings, said to be the most thought-provoking yet, are: social networkers Biz Stone and Daniel Wu; and two ordinary girls symbolizing the fusion, and the future, of Chinese and American culture.
The classic American fashion brand stands for encouragement, freedom and passion, the essence of Gap China’s campaign which was first launched in 2010, the same year the brand catered to the country. In this campaign, Y&R China celebrates the fusion of Chinese and American culture, inviting well-known pioneers in the field of performing arts, photography, art, music and other figures to be involved in the campaign. Photographed by Annie Leibovitz, the campaign was well-received in cities across China.
Daniel Wu, an outstanding actor and director, is a pioneer in the field of social networking with his creation of an online platform for music, film and other creative industries. He is seen with Twitter founder Biz Stone, representing the power of social networking. This new season’s advertising has been placed in mainland China and Hong Kong.
With this, Gap China chief marketing officer Grace Wong said that the aim of the campaign is to create discussion. “Whether it is how Daniel Wu and Biz Stone changed the way people communicate through multiple social networking platforms, or how an ordinary girl can become a major star – it is also a chance for audiences to consider the deeper significance behind this creative,” Wong added.
Commenting on the campaign, Y&R China chief creative officer Nils Andersson said: “These are the most thought-provoking images yet, encouraging people to consider the deeper significance of social networking – and indeed communication – as well as optimism and the opportunities ahead, as embodied by the two young girls who hold the future in their hands. The Sino-American relationship is one of the most important global partnerships moving forward, this campaign captures that perfectly.”
< src="https://mail.google.com/mail/u/0/?ui=2&ik=68bcb09a2c&view=att&th=1399435a63d03488&attid=0.1.2&disp=emb&zw&atsh=1" width="420" height="264" alt="" />“’Let’s GAP together’ for me is a collaboration of Eastern and Western cultures. I believe that Gap would like to express itself before integrating into the new culture, first by trying to understand the culture through the common ground in order to create a closer relationship. I think that ‘Let’s GAP together’ is very cool idea’,” said Wu.
“For me ‘Let’s GAP together’ allows people to realize that they are not just one country or state, and that they should be part of the whole world,” added Stone.
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