gucci

Launch of a creative influencer campaign around Gucci Bloom fragrances.

INFLUENCE STRATEGY

Gucci Bloom is the first fragrance in a series of four designed by Alessandro Michele, the avant-garde and new director of the Gucci Fashion House. Composed of floral notes of jasmine, tuberose absolute and indica quisqualis, this fragrance was designed to celebrate women’s authenticity, vitality and diversity. It was on the occasion of these launches that Gucci challenged us to come up with a creative influencing campaign around Gucci Bloom fragrances.

Inspired by the campaign video, by the storytelling around the product and by the spring scent of Bloom, the creative team of the Tanke agency proposed to the artists and influencers chosen for this campaign to deliver an artistic interpretation of perfume’s history. Each artist’s talent was expressed through photography, illustration, paper art, styling, painting, set design, floral composition and collage.

Gucci and Tanke won the “Grand Prix Stratégies du Luxe” in the category “social media devices” for this campaign and were rewarded for their collaboration.

Photo credit: @virginie.morgand, @sarahbalhadere, @ninakolchitskaia, @musesuniform, @nastasiadusapin, @mariedoz, @liarochasparis, @yasmineodalisque, @dianedal_pra, @cloe.brgn, @annawandagogusey, @alicewietzel, @jefferson_fouquet, @__________madi_________