Gucci - The Great Outdoors
Finding a new way
for Gucci to turn up
in the Great Outdoors
Inspired by the unconventional ways young people connect with the outdoors, we created a new brand platform: 'Eccentric Exploration'. Mirroring the avant-garde spirit of Gucci and celebrating niche and whimsy, it encapsulates today's youthful zest and the brand’s signature eccentricity.
This platform enabled us to spot and partner with real communities and individuals that bring this spirit to life. From birdwatching, big-veg growing and most recently train-spotting, we developed 3 campaigns for Gucci, all featuring a lookbook, a film and activations, all making headlines globally.
Gucci x The North Face - Drop 1
Campaign #1:
A new generation is redefining outdoor recreation and its accessibility for all. In collaboration with Flock Together, a birdwatching collective for people of colour, we proudly introduced the Gucci x The North Face collection to the world.
The lookbook spotlights Flock Together and a diverse cast of models, capturing their birdwatching hike through the UK outback as part of the Gucci x The North Face initiative.
↓ We produced a video featuring the talents leading the way on a beautiful adventure. ↓
↓ We broadcast live a visual Dj Set of 45 minutes incorporating field recordings and soothing nature sounds. ↓
↓ We seeded binoculars alongside the collection to an array of key opinion leaders for content matching the campaign ↓
Gucci Off The Grid Collection
Campaign #2:
Next in line for celebrating eccentric outdoor activities is Big Veg Growing - the art of cultivating massive vegetables -, featuring Gerald Stratford, also known as the 70 year old "Veg King." He stars in a new series of images to showcase Gucci Off The Grid, the House's sustainable collection deeply rooted in outdoor culture.
On social, we created mini growing guides incentivising the Gucci audience to take part in gardening activities.
Gucci Off x The North Face - Drop 2
Campaign #3:
For the second chapter of this collaboration, we collaborated with TikTok star Francis Bourgeois, known for his eccentricity, love of the outdoors, and self-embracing attitude. The campaign got globally acknowledged in culture, media, and advertising award shows (D&AD).
The campaign's success and overwhelmingly positive audience reception led to Gucci appointing Francis as a brand ambassador, where he now regularly represents the House at events.
