Gaps "Watch Me Change" Viral Campaign

www.watchmechange.com
Created by Fuel Games and Crispin Porter & Boqusky

First of all I would like to congratulate the developers as the viral campaign obviously worked – EG. I was sent a hyperlink to the campaign by a friend. It is also very well built, funny and original.

I can’t imagine that Gap seriously believed people would actually make models of themselves as opposed to their ideal member of the opposite sex. The addition of “strip tease”, “strip” and “stripper” in the sites metatags seems to confirm the intended usage.

Therefore this is a great example of a viral campaign deliberately created for misuse - avoiding any potential issues with the Mary Whitehouses of this world.

On the negative side there must have been lots of people who got bored with the numerous stages of personalising the model before it eventually stripped – Check Oli's comments out.

Nice work. What do you think?