Social networkers Daniel Wu and Biz Stone headline GAP China’s latest “Let’s Gap Together” poster and print campaign from Y&R China

Gap China’s iconic ‘Let’s GAP Together’ campaign has unveiled two of its most thought-provoking pairings yet: social networkers Biz Stone and Daniel Wu; and two ordinary girls symbolising the fusion, and the future, of Chinese and American culture. Classic American fashion brand, Gap stands for encouragement, freedom and passion.

First launched in 2010 upon the brand’s entry into China, the ‘Let’s GAP together’ campaign was created by Y&R China to celebrate the fusion of Chinese and American culture, inviting well-known pioneers in the field of performing arts, photography, art, music, and other figures to be involved in the campaign. The campaign has been enthusiastically received from cities across China, having been photographed by American fashion industry legend Annie Leibovitz.

Fresh combinations such as the pairing of Daniel Wu alongside Twitter founder Biz Stone representing the power of social networking creates a new twist on the campaign. Gap also paired ordinary girls from the United States and China as the heroes, giving audiences the chance to explore the campaign’s deeper meaning.

This new season’s advertising has been placed in mainland China and Hong Kong.

“We hope to see this large group create a buzz of discussion,” said Gap China Chief Marketing officer Grace Wong. “Whether it is how Daniel Wu and Biz Stone changed the way people communicate through multiple social networking platforms, or how an ordinary girl can become a major star – it is also a chance for audiences to consider the deeper significance behind this creative.”

An outstanding actor and director, Daniel Wu’s creation of an online platform for music, film and other creative industries has made him a pioneer in the field of social networking. His partner in the photo, Biz Stone, revolutionized global communication when he created Twitter. Lastly the story of two ordinary girls from different cultural backgrounds, despite the language barrier, shows a newfound friendship and their sharing of happiness. Their innocence and happiness, like most children, represents hope for the future.

Commenting on the campaign, Chief Creative Officer Y&R China Nils Andersson said: “These are the most thought-provoking images yet, encouraging people to consider the deeper significance of social networking – and indeed communication – as well as optimism and the opportunities ahead, as embodied by the two young girls who hold the future in their hands. The Sino-American relationship is one of the most important global partnerships moving forward, this campaign captures that perfectly.”

“Let’s GAP together for me it is a collaboration of Eastern and Western cultures. I believe that Gap would like to express itself before integrating into the new culture, firstly trying to understand the culture through the common ground in order to create a closer relationship. I think that ‘Let’s GAP together’ is very cool idea’,” said Daniel Wu. “For me ‘Let’s GAP together’ allows people to realize that they are not just one country or state, and that they should be part of the whole world,” added Biz Stone.