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.