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Gap opens for business in China with ‘Let’s GAP Together’ campaign

11 November, 2010

SHANGHAI — 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.”

Media used Print/Outdoor/Digital/In-Store

Campaign production 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

Media Enquiries
Suzy Goulding
Regional Communications Director
Y&R Asia
Tel: +65 6290 8143
Mobile: +65 9891 90803

About Young & Rubicam
Young & Rubicam is one of the world's leading marketing communications companies. Founded in 1923, Young & Rubicam was the first agency to be founded by a creative, Raymond Rubicam. Today, run by Global CEO Hamish McLennan and Global CCO Tony Granger, the agency's work spans the communications spectrum, including digital, viral, social and experiential marketing, to build brands that are irresistible to consumers.

Young & Rubicam has 186 offices in 90 countries around the world. Its clients are some of the world's most prestigious global corporations, including Accenture, Bacardi, Campbell's Soup Company, Colgate-Palmolive, Danone, Dr Pepper Snapple Group, Land Rover, LG, Xerox and Virgin Atlantic, to name a few. For more information, visit  

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

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