2010 was the year to make Gap relevant again. The client had tasked us with proactively approaching them with innovative ideas that would deliver on this goal. We saw the launch of Apple’s iPad as an opportunity to connect with Gap’s millennial target using their new Gap 1969 Denim collection as the center of the conversation.

There were 3 main features on the iPad that stood out for us: tactility, big screen and portability. So we designed our experience to maximise each. We used the tactile, swiping nature to mimic the store experience of shopping - as if you were swiping through racks of clothes. The big screen allowed us to show endless streams of content and romance the product and content. And the portable, relaxed nature of the product inspired us to make all the content shoppable with a single tap.

The 1969 Stream iPad app was well received by the media and consumers, with an average engagement of over nine minutes. Even though two other brands launched with iPad shopping apps, Gap 1969 Stream can take the honour of being the world's first brand retailer app for the iPad launch, establishing Gap as a leader in the digital retail category. Perceptions of the once waning brand changed to a more positive outlook as the blog adverblog succinctly puts it - “Gap = Cool, again."