2010 saw the US clothing store GAP enter the Chinese retail market. To announce itself in China it launched an advertising campaign titled “Let’s GAP Together“.
Billboards across Shanghai showed photos of Chinese and Western celebrities paired together, with each photo taken by legendary American portrait photographer Annie Leibovitz. Celebrities included Zhou Xun and Philip Cousteau Jr. (environmentalists), Jolin Tsai and Usher (entertainers), Annie Leibovitz and Wing Shya (photographers).
The new phase of the campaign, recently launched in Mainland China and Hong Kong, pairs new icons from the US and China celebrating both their commonality and their individuality. Six talents paired as:
Originals (Angelababy & Pharrell Williams)
“I can be myself when working with Gap. I have the space to develop my imagination and the freedom to choose what I like.” (Angelababy)
Visual Vanguard (Cui Xiuwen & Aaron Young)
“I didn’t know Aaron before we first met in New York for the shoot. Since we have the same experience of art creation, there’s no distance between us.” (Cui XiuWen)
Rockers (Muma & Juliet Simms)
“Gap let me be the artist I am. And that’s a beautiful thing.” (Juliet Simms)
“Why Gap chose me? I think it’s because I have my own unique characteristics.” (Muma)
All of the above are renowned individuals in their industry and share the same common passion for what they do. They were selected specifically as it was felt they epitomize the freedom of embracing one’s passion and expressing one’s individuality.
According to the Chief Creative Officer of Y&R, Nils Andersson, “This phase of the ‘Let’s Gap Together’ campaign is all about optimism for the future. Continuing Gap’s spirit of liberation, it pairs the next generation of Chinese and Americans at a time when the Sino-American connection is one of the most important relationships of this century.”
Agency credit to: Y&R (China)
Executive Creative Director: Nils Andersson
Creative Director: Nils Andersson / AS Anam / Jonathan Mo
Art Director: AS Anam / Nils Andersson / Recky Hou
Copywriter: Nils Andersson / Nadia Au / Mido Xu
Designer: Jonathan Mo / Yu Tingjun
Account Manager: Henry Chan / Sarah Yana / Amy Luca
Photographer: Annie Leibovitz
Retoucher: AL Studio