Y&R Shanghai's "Let's Gap Together" nets GAP China Brand of the Year
Y&R Shanghai faced an ambitious project. Last November, Gap China was set to launch stores in Beijing and Shanghai, as well as its online site, despite only 30 percent of target consumers being aware of the brand.
But just a year later, based on Y&R Shanghai’s high-profile outdoor and print campaign: “Let’s Gap Together,” Campaign Asia-Pacific has named Gap China as its 2011 Brand of the Year. The iconic US apparel brand launched in China in November 2010.
“The Gap has always been more than a fashion brand. It’s been exciting to bring that to China and to get the reaction we have. For Gap China to win brand of the year is Awesome," said Charles Sampson, CEO of Y&R China.
According to Campaign Asia-Pacific the ads shot by famed photographer Annie Liebovitz “set out to position Gap as ‘cool and charismatic,’ with appeal to China’s young ‘Golden generation.’”
The campaign features western and eastern individuals who epitomize the freedom and optimism felt through embracing one’s passion and expression of individuality. Each pairing creates a unique story that’s bigger than two individuals. These personalities are paired to signify unity, as creativity and individuality have no boundaries. “Let’s Gap Together” is visualized through pairings of Americans and Chinese, people who are undoubtedly different and unique, but people who have intriguing similarities.
“’Let’s Gap Together’ is not just a campaign, it resists the traditional way of doing fashion campaigns. Breaking boundaries of two different cultures by finding that common ground expressed by unique personalities sharing their individual way of freedom and passion,” said Y&R China’s Chief Creative Officer Nils Andersson. “With this campaign we have a unique historical opportunity to capture the hearts and minds of new Generation China. In contrast to previous generations, today’s ‘Golden Generation’ is more free to choose what they wear, which is a fundamental expression of new found freedoms.”
The 2011 Brand of the Year is one of more than 30 awards that will be presented at the Campaign Asia-Pacific Agency of the Year Awards on Dec. 13.
