Gucci Grabs the Megaphone – Free to Dream, Free to be a Rebel

NAIs pick of the week: We salute the fresh approach and execution of this native advertising campaign by Gucci and RCS Studio.
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This is “NAIs pick” of the week. Every week we pick a powerful piece of native advertising that can serve as inspiration for the industry.


Stine-copy

By Stine Holmgaard
COO & Partner, Native Advertising Institute
Copenhagen, Denmark
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Gucci’s new native ad campaign brings to our attention how the young generation in 2018 has taken back the power to speak up. Supported by an interactive website with well-made moving graphics, the campaign created by RCS Studio, instantly caught our attention. 

The campaign looks back to 1968, examining some of the resistance movements, mainly in America, and contextualizing them with current issues. Comparisons are made between the 1960’s student movement and the latest protest in March 2018 where students took to the streets to speak up against gun violence.

The political standpoints in advertising seem to be here to stay.

The Black Power movement is compared to #BlackLivesMatter, and political musicians are used as examples. In 1968 songwriters such as Joan Baez and Bob Dylan spoke up about injustice, today many rappers are celebrated for their storytelling in music. Did you know that Kendrick Lamar won the Pulitzer Prize for his work as a lyricist this year?

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The Gucci campaign encourages the reader to interact by taking a quiz. We hope you paid attention in history class. The quizzes’ questions are centred around the 1968/2018 historical and political theme.

We salute the fresh approach and execution of the native format.

Gucci’s campaign wants to draw attention to relevant topics and values such as free love, innovation, gender equality, and the end of racism.

Consumers today are savvy and mindful in choosing which brands to relate to. Brands have become a reflection of who we are, and we want to take a stand.

The political standpoints in advertising seem to be here to stay. We salute the fresh approach and execution of the native format. This is why the campaign by Gucci and RCS Studio is the NAI pick of the week.

See the campaign here.

TIP: The campaign is in Italian. We suggest using Chrome’s translation tool.

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