Cannes Lions

OLD NAVY

CRISPIN PORTER + BOGUSKY, Boulder / OLD NAVY / 2012

Overview

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Overview

Description

People see a brand's value through its logo. And for Old Navy, that value had faded. But instead of re-imagining their logo, they gave it a new purpose. It's called Snap Appy: the first-of-its-kind app that turns any Old Navy logo into a surprise. Just snap an Old Navy logo anywhere and get deals, style tips, games, and other smile-inducing surprises. People began to see the logo as something to look for. And they found it, snapping nearly a million logos since November 2011. With that many surprises, the Old Navy logo may never be looked at the same way again.

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