THE BRIEF: Educate younger audiences on the advantages of GAP Denim online and on Social Media
THE IDEA: Drawing inspiration from authentic and diverse ideas, cultures and beliefs, the GAP interactive lookbook allows the audience to experience San Francisco in 1969.
GAP was founded in 1969 in San Francisco, USA. GAPs roots epitomise American culture and denim-loving music muses. The GAP customer wants to be part of an inclusive and boundary-less world that takes inspiration from authentic and diverse ideas, cultures and beliefs.
An interactive GAP lookbook that takes customers to San Francisco in 1969. By clicking on clothes users will be forwarded to the online shop and are informed about current GAP Denim trends. Furthermore little extras, like sending real-life individualised postcards and creating an own bandana will be included. Social Media platforms will promote the launch and instore and ambient promotions will take place at the same time (posters from 1969 in store, sell vinyls with GAP 1969 songs, virtual reality glasses in store).