Change. It feels good.In 2005, when GAP set out to redesign their stores nationwide, they asked us to help spread the word that a whole new GAP was coming. Complete with local outdoor, an online viral striptease, a book of change, and TV by Spike Jonze, “Change” gave GAP a theme for their renovation, but it also gave people a new way to think about the GAP brand. After all, GAP changed the way this country dresses. And change (even if it’s just a new shirt) is always a good thing.

We utilized several forms of media to convey the aspirational idea of “change” in the markets affected by GAP’s store renovations. We executed a book to explain and encourage consumers to embrace “change” in their everyday lives, played a cinema spot announcing an all-new GAP was coming and developed OOH executions that tie-back to the actual renovation itself. watchmechange.com launched completely virally as a voyeuristic site allowing people to create online models of themselves just to watch them change. Before we knew it, thousands of blogs appeared across the Internet were running rampant talking about the “striptease” website GAP developed.