Five by Five

To celebrate 40 years of Gap denim, Gap clothing launched the gap1969 campaign to revive the brand’s 1969 San Francisco roots. The celebration is brought alive experientially through the launch of two denim pop-up concept stores in London and Paris.

Five by Five were tasked with activating the 40 year anniversary by immersing the target audience in Gap heritage and driving awareness of the pop-up store concept.

Video showreel

Approach:

gap1969.com is an innovative and experiential concept site which encourages the user to explore and immerse themselves in the rich content of Gaps’ denim heritage. Inspired by the pop-up nature of the concept stores, the site is driven by a 3D engine that delivers a highly visual, interactive and immersive brand experience that creates desire to visit the innovative pop-up stores.

Social media delivered through our social media agency, Headstream, augmented the site by targeting key influencers to create talkability and social currency through being the first to know about the unique Gap pop-up store activity.

Results:

The result is a truly experiential digital campaign that totally immerses the audience in the gap1969 celebration.

The resulting site is a showcase piece for the Gap brand achieving 25,000 page views from 2,500 unique visitors in the first day of release.

Tags: digital, experiential, fashion, gap, gap1969, site, social media

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