Y&R Shanghai extend “Let’s Gap Together” campaign with new work shot by Annie Leibovitz

Subway stations in Hong Kong have been dominated by the fabulous new images from the latest ‘Let’s Gap Together’ campaign, shot by Annie Leibovitz and created by Y&R Shanghai. The latest phase of the campaign, which recently launched in mainland China and Hong Kong, pairs icons from the US and China, celebrating both their commonality and their individuality.

Beautifully photographed by legendary American portrait photographer, Annie Leibovitz, this phase saw the six talents paired as Originals (Angelababy & Pharrell Williams), Visual Vanguard (Cui Xiuwen & Aaron Young) and Rockers (Muma & Juliet Simms). All are renowned individuals in their industry and share the same common passion for what they do. They were selected specifically as it was felt they epitomize the freedom of embracing one’s passion and expressing one’s individuality.

“The latest phase of our ‘Let’s Gap Together’ campaign is all about optimism for the future. Continuing Gap’s spirit of liberation, it pairs the next generation of Chinese and Americans at a time when the Sino-American connection is one of the most important relationships of this century,” commented Nils Andersson, Chief Creative Officer, Y&R China.

Iconic US brand Gap first launched the ‘Let’s GAP Together’ ad campaign in 2010 when it first entered the China market. Previous phases featured famous pairings such as Zhou Xun and Philip Cousteau Jr. (environmentalists), Jolin Tsai and Usher (entertainers), Annie Leibovitz and Wing Shya (photographers) – highlighting the boundless creativity, interest, and energy these individuals represented.

Grace Wong, Head of Marketing, Gap China is quoted as saying that the campaign aims to encourage younger generations to vividly express their personality.

“In this latest wave we have broadened our choice of celebrities to include artists, rockers, and visual vanguards. The inspiration for our campaign is built upon their urge to stay true to themselves,” said Wong.

Creative Credits:

Executive Creative Director: Nils Andersson

Creative Director: Nils Andersson / AS Anam / Jonathan Mo

Art Director: AS Anam / Nils Andersson / Recky Hou

Copywriter: Nils Andersson / Nadia Au / Mido Xu

Designer: Jonathan Mo / Yu Tingjun

Account Manager: Henry Chan / Sarah Yana / Amy Luca

Photographer: Annie Leibovitz

Retoucher: AL Studio