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 Gap - Be Your Own T

​​​Case Study

Gap wall advertising in San Francisco Let's Connect!

In partnership with OUTFRONT Media, GAP’s design doctors have given a face-lift to their line of t-Shirts with the national launch of the Be Your Own T campaign. Revamped and plumped with pop-culture, this new look comes with a heavy dose of social media integration.
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Through the company's T-It-Yourself campaign, promoted on its Facebook page, GAP is going eco-friendly by offering customers the opportunity to upcycle their old t-shirts into new garments and accessories like flip flops, beach bags, laptop sleeves and dog toys. GAP collaborated with popular fashion and lifestyle blogs to incorporate fresh content and feature emerging fashion trends. "Be Your Own T expresses the qualities that make each one of us unique through the lens of a 'T,'" said Seth Farbman, Gap's global chief marketing officer.

Be Your Own T is carried out through dynamic, large-scale "T" installations using real t-shirts that will show up on billboards and in GAP stores in top markets around the country, including New York, Los Angeles, San Francisco, Chicago, Miami and Dallas.
This campaign is a prime example of companies responding to an evolution in consumer behavior. Today’s mobile and connected consumers notice outdoor advertising and want to interact with it. Extending campaigns beyond standard visuals and into social media channels is the key to capturing an increasingly tech-savvy customer base.

The campaign was​ an instant success! Photos of the Be Your Own T billboard were liked over 450 times on various social media platforms and re-tweeted by numerous influential fashion blogs and news sources.

Watch the installation video: https://www.youtube.com/watch?v=ByZsWddwJHQ


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