GAP
BEACH TRIP

CHALLENGE

To make GAP synonymous with summer and bring to life the 'effortlessly cool' vibe of their 1969 denim range. To build brand awareness, get new customers on board and to sell the summer in a memorable and unique way. 

Our target audience was the Instagram generation across Europe, who choose experience over owning things but are all about instant gratification on a daily basis.

IDEA

An interactive beach adventure taking an effortlessly cool summer to the people. Transported in an iconic VW Camper our experience stopped at popular beaches and Summer events from Newquay, through Southern France and along to Southern Italy. On arrival the Camper opened up to feature an interactive pop-up shop and a photo booth to share content.

For amplification we recruited 3 key influencers to come along for the ride. Modelling the clothes, they shared content with their own followers on GAP's social channels. GAP lovers were also a key part of the journey with key decisions put out to vote on social media - from what they were listening to on board, to what they were wearing.