Gucci Presents Gift Giving Christmas Campaign

by SHOWstudio on 9 November 2020

An ode to the 90s office workplace and the Christmas party, Gucci celebrates their new gift campaign and unveils a new arcade game.

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Devised by Gucci’s creative director, Alessandro Michele, Gucci’s new campaign uses a retro office as its backdrop centring around the idea of giving and thoughtful gift ideas for this Christmas. The film, starring a grey office workplace that’s kitted out in full 90s office attire, is a 90s ode to the typical work-office party, featuring hidden snippets of various gift ideas.

With art direction by Christopher Simmonds, the film sees the Gucci-cladded models impatiently awaiting the end of the workday, some anxiously tapping at their desks and staring at the clock while others are setting up decorations ahead of the Christmas party that awaits. The inevitable party scene at the end is a tribute to the classic workings of what goes down at an office party. Turning the office into something reminiscent of a nightclub, the carpet turns into a dance floor, accompanied by flashing lights, karaoke and drunken Conga line dancing.

Shot by photographer Mark Peckmezian and filmed by director Akinola Davies Jr, Michele’s latest Gucci campaign was born from two pivotal inspirations. The first included a cosy winter blanket inspiring his colourful use of Christmassy reds and greens in a woollen jacquard houndstooth check which can be seen modelled on the GG Marmont 2.0. The second was more of a celebration of the party spirit seeing Gucci classics such as the Gucci Tennis 1977 sneakers and women’s loafers embellished in sequins of all colours ranging from gold and silver to pastel green and pinks. The sequins and glitter didn’t end at footwear, accessories like berets, hairbands and gloves were also included in Gucci’s dazzling offering.

Alongside the campaign, a new Gucci Arcade game will be released on the Gucci app which sees players joining up to dance in a Conga line, mimicking the models dancing in the film. This 3-D experience recreates the campaign environment for the player to fully immerse themselves in, bringing the party to multiple platforms. The campaign also includes Gucci’s new festive packaging that will be launched on 11 November 2020. A green pattern decorates the house's cardboard gift boxes and paper bags along with beige tissue paper matching the new natural coloured dust bags, all sustainably sourced using 100% recycled materials.