De yngste forbrugere er helt ekstremt vigtige. Det ved Gucci, så derfor har de i løbet af de seneste dage lanceret en marketingkampagne for deres nye ur-kollektion, hvor memes er omdrejningspunktet.
Kampagnen hedder #TFWGucci og er rullet ud på alle deres sociale medie-kanaler. Den udnytter både Twitters screenshot-æstetik fra memes og planker derudover memes, der har passeret sin storhedstid, såsom ‘Arthur’, ‘Me vs. The Guy’ og ‘Me, Also Me’. Allerede der bliver det farlige vande for et etableret brand og man kan mærke ‘how do you do, fellow kids‘-tåkrumningen komme snigende.
Dels er problemet, at Gucci som brand ikke kan være lige så dristige, som det er normen i memes, og dels er Gucci-ure knap så relaterbart materiale, som det memes normalt beskæftiger sig med.
Gucci har snedigt nok lagt udførelsen af deres kampagne-memes ud til kunstnere, så der er mange forskellige og enkelte acceptable bud i blandt. De bedste er dem, der tager lidt pis på modefotografiet som genre. Men ingen af de omkring 30 memes, de indtil videre har postet, fremkalder den der ‘Ha! Det er jo lige som mig!’-reaktion, som de øjensynligt er gået efter.
#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.
#TFWGucci Derek Lucas, AKA @champagneemojis was inspired by the super-recent Arthur meme — the cartoon aardvark represents utter frustration with a clenched fist. New York-based photographer Benjamin Langford (@blangblang92) reinterpreted the meme through his own lens. Langford shoots flowers with a languorous, detached gaze, printing them larger-than-life. They represent the elusive illusion of authentic experience, a tantalizing beauty never quite reachable. For #TFWGucci, a #LeMarchédesMerveilles watch on his wrist and a bunch of flowers in his fist, Arthur is still frustrated. – Text by @kchayka. Discover more through link in bio.
#TFWGucci John Trulli, AKA @cabbagecatmemes, takes on the well known-structure of the “guy she says I shouldn’t worry about” meme with the addition of a #Gucci #LeMarchédesMerveilles timepiece. It’s a classic two-panel joke, with a mundane watch set against Gucci’s version. Trulli’s meme style is quirky and irreverent, tackling pop culture and everyday experiences in equal measure. All he has to do is add a line of text to the image and it becomes a viral vehicle. — @kchayka. Discover more through link in bio.
#TFWGucci Goth Shakira @gothshakira is a Montreal-based artist whose Instagram meme account is inspired by Latin American style and queer culture. Mingling Spanish and English, Goth Shakira’s memes are collages with a message about feminism, freedom, and creativity. She consciously pushes the boundaries of memes into visual art, participating in panels and exhibitions that frame digital artifacts as just another, equally important part of physical culture. — @kchayka Discover more through link in bio.
#TFWGucci Bulgarian illustrator Rozalina Burkova’s (@thedrawingdoor) boldly graphic works are fresh, ambitious, and urgently contemporary. This London-based artist has her finger firmly on the pulse of every possible “that feeling when” meme moment you might encounter. The excitement—and romance-level devotion—that a new #Gucci watch inspires is no exception. Her sardonic drawings for #TFWGucci are the perfect compliment to the one-liners @gothshakira and @mytherapistsays are known for, which accompany her illustration here. – Text by @tatianaberg. Read more through link in bio.
#TFWGucci Documentary photographer @littlebrownmushroom (Alec Soth) is known for his melancholic images that capture small-town landscapes and people. With a sly wit, his bare-bones memes have the same creative focus that makes him an art-world social media favorite. His Instagram account is a playful mix of his latest photos, funny screencaps, and cryptic text message exchanges, and his sharp take on the Gucci #LeMarchédesMerveilles watch for the #TFWGucci project — conceived of and photographed solely by Soth himself — would fit right in on both Reddit and the runway. – Text by @tatianaberg. Read more through link in bio.
#TFWGucci Sebastian Tribbie Matheson @Youvegotnomale is a ruthless meme maker. The snark starts with his account’s name. In between taking selfies and posting them to his 40,000 followers on Instagram, he creates images that take aim at popular fashion and social culture. No target is safe, from ordering on Seamless to cliché emoji usage. Here, Sebastian uses the starter pack meme, in which a group of images and objects are clustered together to represent the stereotype of a particular style or personality. For #TFWGucci he takes on Gucci, adopting the brand’s recent hallmarks, like embroidery, patches, and 70s glasses. @harinef and @petrafcollins make appearances, as does the #LeMarchédesMerveilles timepiece. Gucci = owned. — Text by @kchayka. Read more through link in bio.
#TFWGucci Illustration powerhouse @emilianoponzi is the perfect artist to reinterpret the nose-pressed-against-the-glass meme convention with his sweet, storybook aesthetic. Ponzi’s illustration career has taken him from The New Yorker to Le Monde with visual storytelling. For #TFWGucci, he riffs on the iconic Kermit meme, but turns the frog into a bunny, impatiently waiting for the #LeMarchédesMerveilles watch to arrive. @Mytherapistsays delivers the laconic caption to the meme. – Text by @tatianaberg. Discover more through link in bio.
Kigger man på de sociale medier er vandene godt og grundigt delt. På Instagram lader det til, at reaktionerne veksler nogenlunde 50/50 mellem applaus og hovedrysten. På Facebook og Twitter er talen dog som vanligt en anden. De fleste er chokerede over, at et hæderkronet luksusbrand som Gucci omfavner meme-kulturen og endnu andre er chokerede over, hvor dårlige deres memes er.
Idk but these Gucci memes are not funny Nd really not relatable ?????
— erika kanoelani (@erikabowes) 20. marts 2017
i'm not upset that gucci is making memes now.
i'm upset because the memes are bad
— robesman (@robesman) 21. marts 2017
hey so no one bothered to tell me that Gucci is running a social campaign using fake & slightly off Twitter screenshot memes right now?!!??? pic.twitter.com/tNSOu4cwtG
— (@toriborengasser) 21. marts 2017
Gucci's getting like way too thirsty with these watch memes. 🙄
— LainaRauma (@LainaRauma) 22. marts 2017
— ✞Carson✞ (@Carsonmelo) 17. marts 2017
Der er selvfølgelig også den mulighed, at Gucci har planlagt kampagnen for at få netop disse reaktioner.
— K O L Y (@KolyKolgate) 22. marts 2017
I så fald: I vinder, Gucci.