To call attention to clothing waste, UK retailer Marks & Spencer covered a four-story London building with 10,000 used garments, in a campaign they call ‘Shwopping’ (a portmanteau of ‘shopping’ and ‘swapping’).

However, in the US, the Shwopping campaign looks a lot like a new series of billboards that Gap just put up around San Francisco, including one right down the street from the Heat office:

While the similarity is certainly a coincidence, it is interesting to see how the same medium can be used for two very different messages.