GAP | Be Your own Tee

Using the t-shirt as a medium for self-expression, Gap’s new global campaign captured how summer’s favorite wardrobe staple is also an effortless way to convey individual style. Revamped and plumped with pop culture references, this new look came with a heavy dose of social media integration. ‘Be Your Own T’ highlighted the three distinct categories of the new T collection—The Now Tees, The Essential Tees, and The G Tees.

‘Be Your Own T’

It was brought to life through dynamic, large-scale “T” installations, using real t-shirts which appeared on billboards and in Gap stores in top markets around the country, including New York, Los Angeles, San Francisco, Chicago, Miami and Dallas.

This campaign was also required to work within the existing ‘Be Bright’ platform and compliment the main 'lifestyle' campaign.

With the company's T-It-Yourself campaign, promoted on its Facebook page, GAP got eco-friendly by offering customers the opportunity to upcycle their old t-shirts into new garments and accessories like flip flops, beach bags, laptop sleeves and dog toys.

Another social component of the launch was GAP's collaboration with popular fashion and lifestyle blogs to incorporate fresh content and feature emerging fashion trends. Extending campaigns beyond standard visuals and into social media channels is a key to capturing an increasingly technically-savvy customer base.

Client : Gap USA
Agency : PMH
Categories : Campaign extension