In der heutigen Modewelt muss man sich schon etwas einfallen lassen, um bei einer neuen Kampagne herauszustechen und die Aufmerksamkeit auf sich zu lenken. Da reicht es nicht nur ein namhaftes, gut aussehendes Model zu haben, welches das neue Produkt in Szene setzt, da die Message in den Köpfen der Empfänger recht schnell wieder in der enormen Informationsflut flöten gehen wird.
#TFWGucci: Mit Memes für die eigenen Produkte werben
Für ihre neue Accessoire-Kollektion haben sich die Gucci-Designer deshalb etwas Besonderes einfallen lassen: Mit sogenannten „That Feeling When“-Memes wollten sich die Italiener vom Mainstream absetzen und ihre neuen Uhren in einem humorvollen Setting inszenieren. Und das hat offensichtlich ziemlich gut geklappt: Unter dem Hashtag #TFWGucci sind bereits knapp 1.000 Beiträge (Stand 23. März 2017) bei Instagram zu finden, einige davon über 150.000 Mal geliked und tausendfach kommentiert. Ein paar Highlights der Kampagne wollen wir euch natürlich nicht vorenthalten – so, here we go:
#TFWGucci Illustration powerhouse @emilianoponzi is the perfect artist to reinterpret the nose-pressed-against-the-glass meme convention with his sweet, storybook aesthetic. Ponzi’s illustration career has taken him from The New Yorker to Le Monde with visual storytelling. For #TFWGucci, he riffs on the iconic Kermit meme, but turns the frog into a bunny, impatiently waiting for the #LeMarchédesMerveilles watch to arrive. @Mytherapistsays delivers the laconic caption to the meme. – Text by @tatianaberg. Discover more through link in bio.
#TFWGucci @pollynor is a one-woman meme machine. Focused on women, demons, and the societal sexism, her drawings have hilarious insights that make you want to hit “like” and then be her best friend. She reclaims devilry as powerfully feminine. Her idea of the perfect funeral hymn? “Glamorous” by Fergie, feat. Ludacris. If you’ve ever promised yourself you’d start saving up like a responsible adult only to blow it off when faced with an accessory you can’t resist, Polly Nor is the artist for you. – Text by @tatianaberg #TFWGucci #LeMarchédesMerveilles. Discover more through link in bio.
#TFWGucci A student at the iconic Slade School of Fine Art in London, David Henry Donald @ddavidonaldd is a sculptor whose work takes the form of small assemblages, like a three-dimensional collage. His work reflects ideas of place and identity, taking on the view of the awed tourist as well as the knowledgeable local. For #TFWGucci, the #LeMarchédesMerveilles watch is a familiar symbol tweaked by the trompe l’oeil turning page. – Text by @kchayka. Read more through link in bio.
#TFWGucci William Ndatila (@williamcult) has a darkly luxurious aesthetic. His addictive Instagram feed ranges from memes to videos of upcoming DJs and eerie images, curating a personal style from found digital material. For #TFWGucci and #LeMarchédesMerveilles timepiece, Ndatila found Italian Renaissance painter Agnolo Bronzino’s portrait of Eleonora di Toledo, created in 1560, and captioned it. This is an example of a reaction meme—an image a user reposts to express their own feelings. Here, Eleonora is disappointed in the quality of gifts from her potential suitor. — Text by @kchayka. Read more through link in bio.
#TFWGucci Derek Lucas, AKA @champagneemojis was inspired by the super-recent Arthur meme — the cartoon aardvark represents utter frustration with a clenched fist. New York-based photographer Benjamin Langford (@blangblang92) reinterpreted the meme through his own lens. Langford shoots flowers with a languorous, detached gaze, printing them larger-than-life. They represent the elusive illusion of authentic experience, a tantalizing beauty never quite reachable. For #TFWGucci, a #LeMarchédesMerveilles watch on his wrist and a bunch of flowers in his fist, Arthur is still frustrated. – Text by @kchayka. Discover more through link in bio.
#TFWGucci Goth Shakira @gothshakira is a Montreal-based artist whose Instagram meme account is inspired by Latin American style and queer culture. Mingling Spanish and English, Goth Shakira’s memes are collages with a message about feminism, freedom, and creativity. She consciously pushes the boundaries of memes into visual art, participating in panels and exhibitions that frame digital artifacts as just another, equally important part of physical culture. — @kchayka Discover more through link in bio.
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@Regrann from @gucci – #TFWGucci In 2007, Loukia Alavanou won the Greek DESTE Prize for her work that often incorporates historical artifacts into multimedia videos. For #TFWGucci, Alavanou mingles past and present with vintage photographs collaged with one of Gucci’s symbols, a lion to create a composite artwork. The video is captioned by @champagneemojis. Fashion, after all, is timeless — whatever your watch says. – Text by @kchayka #LeMarchédesMerveilles. Discover more through link in bio. – #regrann