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A New Branding campaign for GAP
A new branding campaign for Gap was launched on 26 September. Titled “Dress Normal”, it celebrates individuality and challenges every one of us to dress for ourselves. To help convey this message, FJ Benjamin worked with various recognizable personalities known for their own art of dressing normal, in their latest set of campaign images.
A collaboration with David Fincher, known for directing Fight Club, The Social Network, The Girl With The Dragon Tattoo and Gone Girl (featuring Ben Affleck), on a series of videos (some provocatively shot in black and white) encapsulates the essence of this campaign.
A 360 marketing matrix (across print, outdoor, TV, digital, social, mobile and BTL initiatives) ensures that the Dress Normal message is effectively brought out to the masses.
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