Seventy-five years ago, the House introduced bamboo into a top handle bag that would become an iconic silhouette of Gucci. However, the luxury handbag market is a fierce battleground and

recently Gucci’s Bamboo bag had been slowly losing its presence in Japan. Gucci needed a way to regain relevance with the Japanese audience by tapping into Japanese culture and context, in a way no other luxury brand has done before.

The music celebrates a mix of historical Japanese artforms with the latest technology in creativity. The music is inspired by the ancient Japanese poetry "Waka" used in the original folklore. The lyrics were co-written with A.I and the android robot sings the song throughout the film. This is a creative format of "Kyogen" which is also a traditional theatrical artform in Japan. The lyrics convey that unlike the characters in the original folklore, we don't need to obey a pre-written destiny and we have the power to choose how we live. There is an irony to it that an Android is telling humans that we should celebrate free will and individuality.

68 Million Impressions in 10 days, 1.5 million purely organic views on YouTube, over 2 million views on Instagram Reels as well as thousands of tweets and positive comments across all platforms. Highest number of sales in a single week, ever was also achieved during the campaign. The film reached beyond the traditional luxury-brand fans and for the first time in years, Gucci bamboo bags became part of a conversation Japan.