Work

Gap · 1969 Pico de Gap

Never underestimate the power of taco trucks to change the world — or at least the minds of fickle, fashionable millennials.

Gap approached us to help them drive consideration and trial of the 1969 denim line among millennials and trendsetting consumers heading into the key Fall fashion season. Our target audience had a preconceived notion of Gap’s design sensibility. We needed to intercept them at their local summer hang-outs in an unexpected, culturally relevant way that would challenge perceptions in a uniquely Gap 1969 way.

We rolled out Pico de Gap, a fusion of food and fashion in the form of vintage-inspired taco trucks that operated in key markets over three months. The program plugged Gap into the food truck craze and celebrated the brand’s newly established denim design studios in Los Angeles. For $1.69, a consumer could purchase two tacos and a beverage, accompanied by an in-store offer. Menus were created by up-and-coming chefs in deals negotiated by the agency. Additionally, PR opportunities were leveraged in every market — Extra, Good Day LA, celebrity photos, TV appearances and tweets.

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female presenting person wearing teal shirt and white e.l.f. branded face mask, holding orange pumpkin while sitting inside pop-up vehicle with purple sparkly wall behind her with the words

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Female identified person with short-cropped brown hair, holding a baby to her chest. DC and Covered California Logos overlay the image on left and right, respectively.

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Two female presenting teens are at a table in a school library. One female with dark curly hair is sitting down with her back to the frame. The other is standing over the table with SweeTarts gummies in both hands and smiling.

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Nicotine equals brain poison. Two images in a grid. Image to the left is the campaign example featuring two male presenting teens with their heads down smoking a vape pen with a copy overlay that reads Nicotine equals brain poison. The right image is the gold Clio award on a black background.

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Female presenting influencer posing for the camera in a sleek white blazer and leather black pants. She is confident and raises her hand to perfect her long brown hair that is styled in a middle part and she's wearing make-up that accentuates her strong features. She's in front of a mirror with a table with SGX NYC products.

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Birds eye view over a male presenting young adult on the fire escape playing a guitar. Next to him is a notepad and pen and lush green plants creep into the frame. He appears relaxed as he plays his guitar.

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Diverse group of individuals and posing for the camera during the Coachella Music Festival. They are all self expressive through their make-up and fashion choices. Their individuality shines through as they each pose in their own unique way.

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