Gap fights falling sales with online film campaign starring designers of its 1969 denim line


Gap fights falling sales with online film campaign starring designers of its 1969 denim line

Gap fights falling sales with edgy documentary film campaign starring designers of its 1969 denim line

11:49 AM on 2nd August 2011

Still America

Still America”s largest fashion chain: Gap is fighting back against falling sales figures with an edgy new campaign for 1969

At the creative hub: Gap

At the creative hub: The marketing campaign for the denim line features 90-second documentary films shot inside the company”s design studio

Puppy love: A scene from the new Gap 1969 ads featuring the denim designers and the office dog Louie

Puppy love: A scene from the new Gap 1969 ads featuring the denim designers and the office dog Louie

Gap in the market: Denim designed at the Creative Loft is sent all over the world - it

Gap in the market: Denim designed at the Creative Loft is sent all over the world – it”s the “democratisation of denim,” says the firm

Low profile: With its bare brick walls, wooden floors and open-plan design, the Creative Loft is an informal space

Low profile: With its bare brick walls, wooden floors and open-plan design, the Creative Loft is an informal space

Memorable: Gap

Memorable: Gap”s 1998 Khaki Swing ad captured the imagination of the masses – but lately the firm”s ads had failed to make the same impact