Replacing the workplace with an unlikely mixture of dance floor, nightclub and bar.
Channelling the retro vibe of those years’ office parties, Gucci has presented its new Gift Giving campaign, an Ode to the Office Party.
As the clock strikes five, tables are turned and the corporate order of the place is shattered by ’80s pop music and the popping of corks. Like superheroes transformed by their outfits, the Gucci-clad workers become extrovert clubbers, eager to show off their dance moves on the carpeted dancefloor. Liberated by their outfits and the sounds coming from the tape deck, the co-workers reveal their innermost characters as in a theatrical play where roles are changed and identities shuffled, transforming the normally homogenised surroundings into an exciting fantasy world.
Conceived by Gucci Creative Director Alessandro Michele, shot by photographer Mark Peckmezian and filmed by director Akinola Davies Jr, the promotional imagery showcases the brand’s key seasonal products. Highlights of the campaign include the GG Marmont 2.0 medium and small chain shoulder bags which have been given the woolly jacquard treatment, rendered iterations of the Gucci Tennis 1977 sneaker and iconic accessories including a baseball cap, bucket hat, earmuffs, socks, a scarf and a poncho.
Alongside the promotional imagery, a new Gucci Arcade game will be released in the Gucci App. Inspired by the legendary Conga Master arcade game, players take control of an employee inside an office setting, with the aim of joining up with colleagues to take part in a Conga dance. Available across multiple platforms, users will also be able to immerse themselves in the Gucci holiday season atmosphere enjoying a 3D experience that recreates the campaign environment and will be able to purchase the Gucci Gifting collection via the fully digital path.
Finally, the campaign also marks, on November 11th, the launch of the new Gucci packaging that features an ornate green decorative pattern embossed onto paper bags, cardboard boxes as well as contrasted beige tissue paper. All packaging from the House has been sustainably sourced and an uncoated paper has been used to ensure it is fully recyclable. Further sustainable efforts include 100% recycled polyester shopping handles, regenerated cotton and recycled polyester dust bags, organic cotton grosgrain ribbons and recycled polystyrene hangers.
CREDIT: Creative Director: Alessandro Michele, Art Director: Christopher Simmonds, Photographer: Mark Peckmezian, Film Director: Akinola Davies Jr