To announce the Limited Edition Paddington Bear Collection for babyGap, we developed a globally integrated campaign that celebrates the classic, lovable curiosity behind every “new arrival.”
The Adventure Awaits campaign captured the wide-eyed optimism shared by Paddington and children ages 0–24 months, taking families on a global storybook adventure inspired by Paddington’s real history.
A Storybook Anthem for a Worldwide Adventure
We introduced the campaign with a modern, elevated take on a classic children’s storybook, bringing Paddington’s Adventure Awaits spirit to life. Moving from Peru’s docks to London and New York, the film builds a lively global narrative that reflects Paddington’s heritage. The classic illustrative animation preserves the natural charm of little ones, and the visual‑only storytelling lets us reach parents and children worldwide.
An Immersive
Retail Exeperience
enjoyed around the world.
Imaginative, oversized coloring book walls transformed GAP White Space concept shops in both New York & Tokyo. As a fun, educational, interactive storybook, the walls took children on a global adventure that celebrated the real history of Paddington Bear whom traveled from Peru to London – and then extended his adventures to the GAP locations in NYC & Tokyo.
Children (and parents) were invited to color, listen and learn all about Paddington’s adventures while shopping this Limited Edition Collection.
Print & Outdoor
Portrait photography captured the lovable, wide-eyed, curious, accident prone, adventurous innocence that is synonymous with both Paddington Bear and all little children ages 0-24. The photography was used globally across print and outdoor – and of course rightfully took over Paddington Station for a station-domination in London, UK.
Windows & In-Store
The Adventure Awaits travel theme extended beyond print into the physical — leveraging stacked suitcases, suitcase hangtags as well as wooden travel sign posts.
Clever, cost-efficient silk-screened suitcase gift boxes were concerted and designed to encourage gift-giving while adding value to customers’ both online & during in-store purchases. Additionally, curated gift tags or blank DIY customizable tags also made gift-gifting more personal & fun. “Start Packing” Promotional Days were also concepted to create in-store promotional discount rewards at time of purchase.
Promotional Gift-Giving
E-Commerce
“Packing” still-life photography was used primarily online to showcase an even wider range of the Collection. And an e-commerce “packing” widget was proposed for gap.com/baby to encourage gift-giving at time of purchase to allow friends & family to “pack a suitcase” and ship their gifts in a clever, cost-efficient silk-screened suitcase gift box.
In-Store Engagement
To encourage real life adventures, an in-store Photo Booth for infants was concerted that would allow parents to get legal-size passport headshots of their little ones little one’s along with adorable branded passport books & luggage tags all while shopping. The Passport Pop-Up Photobooth was concepted to provide a fun (and useful) in-store experience while the simplicity of the booth was designed to adapt across all store locations globally. And, of course, social sharing would allow proud parents to brag about their little one’s up-coming adventures.
Global Case Study