Issue:

Somewhere around 2005, Gap lost it's popularity with the late teens/early twenties crowd (I don't normally point the finger, but it may have been their heavy marketing for cargo shorts).

Solution:

Engage Instagram users with a GAP piece that will never go out of style; the 1969 denim jacket.

(Winner of YNC 2016)

Collaborator: Anjali Rao

If videos aren't your thing, here's how it works:

Six Instagram users will be chosen who use the hashtag #1969tour in a post taken in their town. They will then be sent a GAP 1969 Denim Jacket. The six jackets would start their journey out on the east coast being passed out in New York, Maine, and South Carolina. The users will be encouraged to wear the jacket in their town for the day, and post their adventures or favorite spots. After every use the jackets would be sent back to GAP to be prepared for their next journey with a new user. The adventure would slowly guide them to California, Oregon, and Washington, showing an epic expedition across the U.S. called “The 1969 Tour”.

We would track these denim jackets on the backs of the generation that want to share lifestyles in their cities. Each jacket would have a hashtag embroidered on the cuff, so followers could see the story of each piece and where it has been.