Gucci foray into the outdoors

Situation:

Although fashion and the outdoors have been converging for a while, last year it reached new heights and peaked with Gucci’s collaboration with The North Face.

Brief:

The collaboration reflects the wider and long-overdue movement to make the outdoors more inclusive. Nature doesn't discriminate — it is a place where anyone should be able to express themselves freely with no fear of judgment. The brief was to launch this capsule with a communication that would reflect inclusivity.

Solution:

We created a brand platform called the eccentric exploration by Gucci.

A content series featuring experts and pioneers in the field of outdoors, symbols that talent has no border. Our first campaign featured Flock Together, a poc group of birdwatchers, while our second, also entered, featured Gerald, a 70+ years old big veggie grower.

Gucci & Highsnobiety’s partnership explores a 360 campaign that democratised the outdoors through Bird Watching. Firstly scouting the POC Bird Watching collective Flock Together to pave the way editorially through their unique POV. Bespoke Seeding Packs that allowed local communities to explore the activity themselves, whilst a live DJ / Aviary bird stream brought birds to living rooms globally for a relaxing soundscape mix. A unique aspirational lens carves a new wave of expression in the outdoor space where race, gender or type of footwear is irrelevant. Mother Nature is all welcoming and through our debuting content series, there is no judgement.

We looked at the intersection of the outdoors and Gucci's brand values to devise a unique territory for the Italian luxury brand to take ownership of. This led us to Eccentric Exploration and the surrounding communities, creating aspiration around the outdoors through unique voices and talent reflecting the Gucci spirit.

For our first instalment that launched in January (The North Face x Gucci capsule), we targeted a POC representative Bird Watching collective.

As a continuation of the same theme, but this time for Gucci's sustainable 'Off The Grid' collection, we scouted Gerald Stratford - an Oxfordshire (UK) based big vegetable grower and avid gardener.

Campaign assets:

- Lookbook led by talent

- Brand Film led by talent

- Live Performance

- Deep Dive Editorial on Talent

- Seeding Campaign + Social UGC from seeded packs

Our campaign got a premium spot on Highsnobiety.com with what we call a content hub.

Millions of readers were able to read a deep dive editorial about the talent and their initiative, and why their voice and beliefs echoes Gucci brand values and positioning in its foray into the outdoors.

The campaign also featured on Gucci instagram channel followed by 44+ millions followers and Highsnobiety instagram followed by 3+ millions followers.

Total impressions on Highsnobiety: 11,985,863

Total Engagements on Highsnobiety: ?254,799

Total Video Views:? 498,393

We’ve surpassed our Engagement goals by 220% and our impression target by 50%. ?

Most importantly, major medias such as the BBC picked up the story and shone a light on the collective and their initiative, empowering POCs and cementing Gucci's brand values such as diversity and inclusivity.

Gucci decided to disclose information regarding the reach and engagement on their channels but overall was very successful.