#bridgethegap

Branding Case Study. GAP campaign brand strategy campaign for their 2015 Back to School season. The brand was looking for its identity after trying several different approaches including a new logo and new advertising direction. Suffering from a lack of sales, this brand strategy exercise helped GAP regain its competitive edge by appealing to a younger, more global savvy audience: Generation Z. The result? A more relatable creative direction.

Creative Notes

Using real and relatable people to expand the borders of traditional beauty is a key element for executing this concept.   We intentionally casted beautiful and extraordinary models who fit our concept. It’s a celebration of our differences, along with our similarities. We believe that brands who cater to a diverse consumer group, like GAP, should have the confidence to reflect a wider range of beauty standards, especially when marketing to children. Consumers want this. Some brands are already doing this, like Target and Nordstrom. It would be great to see this well-known brand establish a fresh identity that not only generates sales, but also establishes a new unique and lovable brand voice that's really just an evolution from their initial message. In 2015 this wasn’t being done - YET.

More Creative Notes

I had very specific stories in mind when I casted these pairs, and wanted the visuals to tell the story with only a small amount of teaser copy. As outlined below in the case study, the concept is to use real consumers, casted from a social media contest. My campaign, of course, isn't made of real people or scenarios, so I decided not to flesh out the microsite to show how their stories would unwind. The idea is to have the layouts tease you to want to know more. The goal is to engage consumers enough with additional campaign brand content so that they interact with the brand for a longer period of time. We also shot video to use as shorts on instagram...coming soon.

The Case Study