work

Gap Be Bright NYC - Ex Award winner, best in-store event

Initiative

Gap tapped Grow to build buzz, excitement and engagement around the remodel and opening of the brand’s newest flagship on 34th and Broadway.  Inspired by the brand’s advertising, Grow created the BE BRIGHT NYC campaign, which included a visual takeover of Herald Square with branded umbrellas, tables, chairs and barricades, street teams handing out free colorful totes and a month of engaging in-store happenings that created window theatre and drew in traffic, including portraits that were simulcast in Times Square, a community art wall and complimentary nail decals and lace changes.

Results
  • 10+mm impressions via Herald Square branding and Gap windows
  • 10,000 branded totes distributed
  • Thousands of consumers participated in the in-store activities
  • Provided social media fodder