Annie Leibovitz shoots Gap China launch

Iconic US apparel brand Gap has launched in China with a much anticipated creative campaign, developed and executed by Y&R China.  ‘Let’s GAP Together’ positions Gap as cool and charismatic and taps into the new-found sense of freedom and liberation now experienced by China’s so-called young ‘Golden Generation’, as a result of the country’s openness and reconnection to the world.              

Shot by legendary American fashion photographer Annie Leibovitz, ‘Let’s GAP Together’ 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.

The campaign is visualized through pairings of Americans and Chinese, people who are undoubtedly different and unique, but people who have intriguing similarities.

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.  “Lets Gap Together” celebrates the coming together of China and the U.S., and our shared spirit of creativity, and in doing so, encourages a genuine cross fertilization of ideas.  By bringing these people together, and by celebrating them for their passions, Gap becomes the fashion brand that stands for the sense of freedom and liberation you experience when doing something you love.”

Nils Andersson, Chief Creative Officer, Y&R China said, “‘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.   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.”

CREDITS

ECD                                        Nils Andersson

Art Director                             AS Anam/Jonathan Mo

Copywriter                              Nils Andersson/Jonathan Mo

Planner                                    Stephen Drummond

Managing Director                   Henry Chan

Director of Client Service       Sarah Yana Akib

Business Director                     Gerald Hu

Photographer                          Annie Leibovitz

Production House                   Annie Leibovitz Studio

Media agency                         Mediacom