CAM­PAIGN OB­JEC­TIVES

ArabAd - - CAMPAIGN -

The main pur­pose of this cam­paign is to re­mind the tar­get mar­ket of one of GAP’S val­ues - which is em­brac­ing one’s in­di­vid­u­al­ity. By com­mu­ni­cat­ing a core value of the brand through the cam­paign, they are prov­ing con­sis­tency with their brand im­age through­out time, and re­in­forc­ing their brand eq­uity. As stated in their press re­lease: “In­di­vid­u­al­ism and the lib­er­a­tion that comes from con­fi­dently be­ing your most au­then­tic self ” (2014) is the mes­sage they want to com­mu­ni­cate through their cam­paign. So the cam­paign wants to en­cour­age peo­ple to shape their in­di­vid­ual style, even if it con­sists of wear­ing clas­sic pieces (like a pair of jeans, a white shirt etc.), and most im­por­tantly to be them­selves. This was mainly shown from the slo­gans and quotes used in the cam­paign, such as:

“Sim­ple clothes for you to com­pli­cate”: in­di­cates that even sim­ple items of fash­ion can be styled in a way that would con­vey one’s per­son­al­ity.

“Let your ac­tions speak louder than your clothes”: brings us to ex­press most au­then­tic self through acts.

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