GAP Turns Shopping on its Head

A marketing campaign developed by Cossette West uses the tag line “Shopping turned on its head” and for the next four days visitors to the GAP store on Robson Street in Vancouver will find everything flipped on its head.

The store logo has been inverted, a hot dog cart and cars outside the store was turned over and clothes racks fixed to the ceiling.

“We are flipping mannequins in the front window, cars in the street... there are going to be change room mirrors that flip when you try on clothes,” said Rob Sweetman, vice-president and creative director at Cossette. “Everything is going to be upside down with the payoff line that we are flipping shopping on its head with the Sprize program.”

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