Problem: GAP has a large consumer base making it hard to establish a brand voice. GAP fails to connect meaningfully with shoppers, fading into the background of the fashion landscape.

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Business/Advertising Objective: Present a clear set of brand values and identity to young adults through an ambient, video, and social media advertising campaign.

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The GAP is forever-fashion, not fast fashion.

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Big Idea: Times change. The basics don't.

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