To launch GP’s denim ‘21 range, we leaned into the customer insight that the way we wear denim is changing. It all comes down to how we feel on that day. This insight inspired the visual concept ‘SPLIT’, which showcased interchangeable denim. The campaign launched across Australia & New Zealand with high impact OOH activity, a full-store SPLIT takeover & digital amplification, resulting in a 37%+ lift on denim sales for the campaign benchmark.