GAP ON LOCKDOWN CAMPAIGN
concepting, creative direction, messaging
Like many other brands during the height of the COVID-19 pandemic, Gap needed to pivot their creative in order to speak to the current consumer mindset. We updated existing imagery with messaging grounded in the current WFH atmosphere, and focused on highlighting products and use occasions that felt relevant and relatable. The campaign resulted in a 72% higher ROAS and 2.2x higher click-through rate.
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Caption: Go from streaming Netflix to streaming your meeting. Shop comfy and stylish looks for every home occasion.
Caption: OOTD, every day. Shop comfortable basics for lounging, working and living in.
Caption: Time is standing still but they’re growing fast. Shop comfy clothes for making memories at home.
Caption: Look put-together without trying at all, in a one-piece jumpsuit.