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Gap

Create a social media campaign which educates 25-35 year olds about the benefits of Gap denim.

Who We Are

Founded in 1969, Gap is an iconic brand deeply rooted in its rich denim heritage. Our founders Doris and Don Fisher opened the first Gap store on Ocean Avenue in San Francisco for one simple reason. Don couldn’t find a pair of jeans that fit. They never expected to transform retail but they did. 

American optimism is our attitude. Casual, elevated style is our aesthetic. We believe that style comes from the individual - So you can wear Gap the way you want to.

Our roots epitomise American culture and denim-loving music muses. We believe in the beauty and power of evolution, staying true to our core while creating for what is next. We like to think of ourselves as the ‘denim experts’, continually evolving our styles, fits, technology and fabrications to offer our customers only the best. 

Our Customers

Gap customers are true individuals who want to take inspiration from the world all around them to continually evolve their own confident, effortless style. They want to trust that Gap will provide the best style essentials, designed with care, along with on-brand products that delight and surprise. 

Gap customers want to connect to a confident point of view, drawing them in to a bigger bolder world that unleashes new possibilities. The Gap customer want to be part of an inclusive and boundary-less world that takes inspiration from authentic and diverse ideas, cultures and beliefs.

Your Creative Challenge 

Your challenge is to create a social media campaign, which educates 25-35 year olds about the benefits of Gap denim. 

There are four aspects to the Gap denim collection which make it great. Fabric and technology evolution, our commitment to social responsibility, a variety of on-trend fits and washes and our rich denim heritage. 

Think about how you would visually communicate to the consumer that for these reasons, Gap is the ultimate denim destination. 

Your campaign should be communicated through eye catching visual content which could be utilised across all Gap social media platforms, speaking directly to our customer. The campaign will launch in September 2016, our favourite time of year to celebrate Gap denim. 

Inspiration

Immerse yourself in the world of Gap. Look at our social media platforms, visit our stores and research our history online. We encourage you study our denim offer and speak to our store associates – they would love to brainstorm with you. Take note of our tone of voice online and in-stores, we are reinventing how we speak to our customers and we want you to be on board. 

Considerations, mandatories & deliverables 

While you are being challenged to bring your campaign to life via social media, there are some important points to consider:

• The social marketing campaign must feature your own photography, graphics, illustrations, animations or short form videos.

• Must use the Gap logo – cannot be changed or altered.

• Your campaign language should adopt and inject the Gap tone of voice. 

• Only 20% or less of the graphic can contain text (including logos and slogans) – This is a Facebook rule, not ours! Facebook recommend reviewing their 20% text policy and/or checking your graphics with the grid tool.

Deliverables & Additional Information

In the accompanying Project Pack at the YCN website you will find:

• Gap logo guidelines

• Gap history

For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website.

Any additional information referenced in the brief can be found in the supporting Project Pack at the YCN website.