| Title | GAP 2012 HOLIDAY CAMPAIGN |
| Brand | GAP |
| Product / Service | DIGITAL CAMPAIGN |
| Category | A06. Integrated Mobile Campaigns |
| Entrant | RAZORFISH SHANGHAI, CHINA |
| Entrant Company | RAZORFISH SHANGHAI, CHINA |
| Advertising Agency | RAZORFISH SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Michael Tien | Razorfish | Account Executive |
| Patty Yang | Razorfish | Project Manager |
| Alice He | Razorfish | Copywriter |
| Sharon Chen | Razorfish | Art Director |
| Joey Zhang | Razorfish | Art Director |
| Bun Ng | Razorfish | Senior Project Manager |
| Leslie Shen | Razorfish | Technology Architect |
| Shirley Wu | Razorfish | Account Director |
| Menu Tsai | Razorfish | Creative Director |
| Endy Fung | Razorfish | Executive Creative Director |
GAP wants to own the gifting moment during holiday season in China. To enhance brand preference and relevancy to consumers, Gap builds an emotional bond with them through holiday moments, ultimately driving traffic to retail stores and increasing sales. The act of casual/friendly gifting is not popular in China. So we encourage it through a platform for consumers to bond with friends to have a colorful holiday, bringing friends’ communities closer together through Gap. Overall design and tonality links with holiday season to bring relevance of holiday moments to consumers through Gap brand.