Gucci Partners with Viral Meme-Makers for a New Set of Creative Ads
Rebecca Byers — March 22, 2017 — Fashion
References: instagram & highsnobiety
Italian luxury brand Gucci recently launched an excellent new advertising effort that sees meme-inspired ads presented on the Instagram platform and in a stunning interactive layout on the Digital Gucci site. Perfectly encapsulating the world of self-aware, culturally relevant themes expressed by many popular Instagram meme accounts, the new collaborative project, titled #TFWGucci, was created to launch the brand's new 'Le Marché des Merveilles' watch collection.
In order to make #TFWGucci happen, the Italian luxury brand partnered with a number of Instagram meme admins of note, including Goth Shakira, Texts from Your Existentialist, and Derek Lucas AKA ChampagneEmojis, as well as artists such as Amanda Charcian and Olaf Breuning, among many others. One particular piece of note is the "GUCCI Starter Pack," created by Sebastian Tribbie Matheson, AKA @Youvegotnomale and featuring some of the brands notable hallmarks, such as 1970s accessories, embroidery, a bedazzler, and even a nod to recent photographer for the brand, Petra Collins.
This is especially relevant given the recent conversation around the merging worlds of art and meme culture online and concerns about brands lifting inspiration from such sources without the creators receiving remuneration, and most of time, even credit where credit is due. The #TFWGucci campaign is a great example of a well-established brand going straight to the source and partnering with young artists and content creators directly in order to create collaboratively, instead of merely riffing on the culture from afar.
In order to make #TFWGucci happen, the Italian luxury brand partnered with a number of Instagram meme admins of note, including Goth Shakira, Texts from Your Existentialist, and Derek Lucas AKA ChampagneEmojis, as well as artists such as Amanda Charcian and Olaf Breuning, among many others. One particular piece of note is the "GUCCI Starter Pack," created by Sebastian Tribbie Matheson, AKA @Youvegotnomale and featuring some of the brands notable hallmarks, such as 1970s accessories, embroidery, a bedazzler, and even a nod to recent photographer for the brand, Petra Collins.
This is especially relevant given the recent conversation around the merging worlds of art and meme culture online and concerns about brands lifting inspiration from such sources without the creators receiving remuneration, and most of time, even credit where credit is due. The #TFWGucci campaign is a great example of a well-established brand going straight to the source and partnering with young artists and content creators directly in order to create collaboratively, instead of merely riffing on the culture from afar.
Trend Themes
1. Meme-inspired Advertising - The Gucci #TFWGucci campaign showcases the potential of meme-inspired ads to capture the attention of a younger audience and leverage popular culture references.
2. Collaborations with Content Creators - The #TFWGucci campaign highlights the value of partnerships with young artists and content creators, opening up opportunities for brands to tap into fresh and innovative perspectives.
3. Integration of Art and Meme Culture - The merging of art and meme culture, as demonstrated by the #TFWGucci campaign, presents a disruptive innovation opportunity for brands to connect with online communities and create culturally relevant content.
Industry Implications
1. Luxury Fashion - The Gucci #TFWGucci campaign showcases how luxury fashion brands can embrace digital platforms and collaborate with meme creators to appeal to a younger demographic.
2. Digital Advertising - The success of the #TFWGucci campaign highlights the potential for digital advertising platforms, such as Instagram, to provide a unique and engaging space for meme-inspired ads.
3. Art and Design - The integration of art and meme culture, exemplified by the #TFWGucci campaign, presents opportunities for artists and designers to explore new forms of expression and collaboration with brands.
6.9
Score
Popularity
Activity
Freshness
