2013 Winners & Shortlists

FOUR DECADES IN A DENIM POCKET

BrandGAP MIDDLE EAST (AL TAYER GROUP)
Product/ServiceGAP CLOTHING
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategoryPUBLICATIONS
Entrant Company WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Advertising Agency WUNDERMAN DUBAI, UNITED ARAB EMIRATES

Brief Explanation

So we created something that celebrated the very essence of the brand, and was an ode to everything that influenced it over the years – fashion, music and pop culture. Through the Gap journal, customers went on a journey that traced the origin of this iconic American brand in 1969 all the way to the present day.

The Brief

Beyond adapting global advertising campaigns, for the first time Gap Middle East wanted to create something from scratch for the local market last year. They briefed us to come up with an interesting keepsake or gift for their loyal customers. This was to coincide with the launch of their Spring 2012 collection and new tagline, ‘Be bright’.

How the final design was conceived

We conceptualized the planner as a fun recap of four decades of Gap – from the 70’s to the 2000’s, reflected in the four dividers that showed the most popular styles of jeans in each decade. We researched to find tidbits of intriguing information and worked with a local artist to illustrate them for every page of the journal, so that no two were alike. We also recycled old pairs of Gap 1969 jeans to get authentic denim covers stitched for each copy.

Indication of how successful the outcome was in the market

This was a labour of love that took months to complete and it showed – we got a lot of love back not just from our client and customers but from everyone who happened to leaf through the journal. It was primarily given away to customers on minimum spend at Gap stores across the Middle East in the UAE, Kuwait, Bahrain, Qatar and Oman and many are still asking for copies.

Credits

Name Company Role
Kerry Platts Wunderman Executive Creative Director
Richa Khan Wunderman Associate Creative Director
Amira Hassan Wunderman Junior Art Director
Shweta Suvarna Tariq Wunderman Senior Copywriter
Lama Khatib Daniel Illustrator
Jayashree Kesavan Wunderman Associate Account Director
Gilbert Badawi Wunderman Account Manager
Fahad Rayan Wunderman Artworker
Imran Ahmed Wunderman Artworker