Gap: store upside down
Gap launched its new loyalty program “Sprize” last week on Robson Street in Vancouver.
Gap claims is a retailing first, allows people to buy clothing at full price and receive automatic credits should it go on sale in the next 45 days. Customers can spend this credit at Gap, Banana Republic or Old Navy stores.
Advertising agency Cossette West uses the tag line “Shopping turned on its head” for this campaign. Visitors to the Robson Street store found everything flipped on its head from 6 till November 10th.
Almost everything has been inverted including the store logo, clothes racks that were fixed to the ceiling and even the cars in front of the store were flipped around. I especially liked the hot dog cart outside the store that was turned over and the up side down logo on the Gap shopping bags.
They did this all in one night. View all pictures after the jump.
Company: GAP
Agency: Cossette West
Country: 
Canada
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November 19, 2009
Very impressive! I’m assuming the upside-down cars are fake…
December 9, 2009
I had the same idea for the pitch in to states : ( My agency (Campbell-Ewald) didn’t take it to the client. So it never made it’s way out of the confrence room : (
They did an excellent job on this. I love, love all the extra thought in here. They really pushed the envelope.