Clearly 2018 was the year of Gucci as the house owned the lead in fashion digital storytelling. So it should come as no surprise that to ring in the new year Gucci has launched a jammed packed holiday campaign and film that also ties into a bevy of new features for the Gucci App.
The campaign is centered around a film by Petra Collins featuring a diverse cast counting down to midnight to see in the New Year. Cher’s 1979 Take Me Home provides the boogy-to-the-woogy in a party filled with balloons, champagne, and plenty of glitter. The campaign was lensed at Le Roi, a cinema and dance hall in Turin (also known as the Sala da Ballo Lutrario – the Lutrario Ballroom), which opened in 1926 and the interior of which was redesigned by the Italian architect, designer and photographer Carlo Mollino in the 60’s. It is a festive narrative mash up of an 80’s John Hughes film with an ABBA video.
To augment the campaign the digital team has amped the Gucci App with exclusive interactive contents to engage customers and promote the spirit of gifting. A special Gucci Gift Box will reveals different virtual presents every day by shaking the mobile devices. Like an advent calendar, users will be able to discover different contents day-by-day and then purchase the products through the website. A further section of the App gives users illustrated photobooth stickers of party paraphernalia – balloons, champagne glasses, hats, horns – as well as some Gucci accessories like bags and shoes, which they can apply to messages. Plus there is a large variety of seasonal smartphone wallpapers for users to decorate their devices.
That is a lot of digital, but then again, what can one expect from the leaders of digital for 2018 other than to be excited for what awaits in the new year.
Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer & Director | Petra Collins
Models | Alexandra Kasperovich,Edwina Preston, Eliia Sopia Coggins, Julia Huang, Amelleah Thomas, Haytal Blackwood, Eli Beidy Martinez, Tex Santos Shaw, William Valente, Dwight Hoogendijk, Matisse Rucko, Ryley Cole, Tom Atton Moore, Fisher Smith, Zeno Gorgels, Aaron Sirainen, & Thiam Tamsirr
Stylist | Jonathan Kaye
Hair | Alex Brownsell
Makeup | Niamh Quinn
Street Casting | “Extras”: Midland
Music | “Take Me Home” by Cher | (B. Esty / M. Aller)| © Rightsong Music Inc. | Su licenza di Warner Bros. Music Italy S.r.l. | (p) 1979 Universal Music Italia Srl
Location | Le Roi di Toni Campa & Luciana De Biase