Best Retail Rich Media Online Campaign

The Gap 1969 collection taps into the ethos of Gap‘s blue-jeaned heritage and history, and harkens to that time when denim truly ruled. To increase brand awareness and demonstrate the attention to detail that goes into the designing and prototyping of this iconic line, The Studio at Condé Nast created their first filmstrip ad. This newly IAB-approved Rising Star unit included three 300x600 screens that scrolled vertically to exhibit the brand‘s behind-the-scenes stories. Ads ran on Allure.com, Luckymag.com, GQ.com, Glamour.com, Self.com and Style.com to target fashion-forward men and women with classic design sensibilities.

The filmstrip functionality was inclusive of robust media types like video, audio, slideshow, product carousel and more. Even better, the format is ideal for the storytelling component at the campaign’s core and encourages interactivity and engagement. The Gap unit showcased the Pico Creative Loft in L.A., the place where the 1969 line is designed. The filmstrip nature of the ad permitted a slow-motion collage assemblage of images of the exterior and interior of the studio, setting the mood. Readers could toggle between three screens, Meet the Crew, The Studio, and The Pants to get the full story. The format housed multiple videos interviews with the design team detailing the denim prototypes, and further interactivity let users dig deeper within the ad for product information and descriptions. This high-impact unit was particularly evocative in capturing the unique spirit and effort behind the creation of the Gap 1969 brand, and encouraged exploration of the story.

Contributors:

CONDE NAST

Location: USA