Gap had plenty of data. They knew a lot about their target consumers. But to gain fresh insights, they wanted to dig deeper: to bring their prospects to life. They challenged us to illuminate what do they look like? How do they talk? What stories do they tell? What values shape their lives…and their choices? And, most important, what values drive their behavior in Gap’s space?
GAP
[FROM FAST FASHION TO PRIZED POSSESSIONS]
Across all our carefully curated ethnographies, we kept hearing over and over how people are tired of fast, disposable fashion. How they’re moving towards sustainability in all its forms, whether that means thrifting or choosing better-made clothes that last longer.
Meet Hannah. She told us all about her favorite jean jacket. How they’d been though a lot together. How she’d rescued it from the floors of bars around Europe and worn it across our country and back. It was with her at the beginning of new relationships and still there when they ended. The way she talked about it was the same way she talked about her true friends: an enduring, beloved part of her life. A cherished totem of her life journey and, therefore, an expression of her truest self.
Hannah and her jacket illuminated the soul that iconic clothing can have. Hannah and her peers helped Gap find and elevate their purpose: to make…Soulful clothing and prized possessions.
Hannah and her jean jacket were one small piece of a much larger picture. Hannah and her contemporaries helped us unlock a powerful strategic insight: when you craft something well-made … something that endures … that’s useful beyond a season ... it can gain a soul, becomes a life totem that carries your memories: more than a thing, a part of your life. An inner and outer facing marker of your deepest, most authentic self.
​
This is a vivid example of the power of the Lowdown protocols: a demonstration of what happens when you ignite your data through the revelation of film. How you can reach potent insights that inspire powerful advertising that connects with consumers at their deepest and most personal levels.
Lowdown inspires a heralded new marketing direction.