GAP BELIEVES THERE IS NO GREATER FORM OF SELF-EXPRESSION THAN VOTING. RATHER THAN ASK, “WHO ARE YOU VOTING FOR?” GAP ASKED, “WHY?”

Overview

Gap asked us to help remind Americans that there's no greater form of self-expression than voting. But we had to cut through at a time of massive election clutter. The result was an integrated campaign for Gap around a customizable T-shirt that said, "Vote for ＿＿＿." It wasn't about whom you were voting for but why.

Elements

• Ten videos featuring celebrities and thought-leaders such as Norman Lear, Kristen Bell, Mark Cuban, Minka Kelly, Bill Maher, and more

• Musician Matt White went on tour in a "Vote for ＿＿＿" bus, performing in Gap stores and recording an original song and video.

• In-store "Vote for ＿＿＿" customization events in New York City, San Francisco, Chicago, and Los Angeles

• Facebook custom "Vote for ＿＿＿" profile buttons

• Limited edition artists’ buttons were auctioned on eBay.

• Curated "Vote for ＿＿＿" experience at Gap gallery space

Outcomes

• Oprah and her audience wore their customized "Vote for ＿＿＿" t-shirts on Oprah's Election Day show. 

• Mentions on blogs and television news features garnered a seven-figure media value.

• The "Vote Twice" button led to media controversy that earned still more free media.

• One hundred thousand t-shirts were sold-out by Election Day.