Creative Strategist / Creative Strategist / Social Media Strategist
Campaign objective
Although a short-term partnership, through social media and Fnatic's League of Legends team, Gucci wanted to celebrate the spirit of gaming in keeping with Gucci's brand values and tone of voice.
Strategic insight
Fnatic's biggest, proudest fanbase has and likely will always be in League of Legends.
I had written a game-specific tone of voice for the League of Legends team the year prior. The tone focussed on tenets of legacy, reverence and heroism.
Such a tone matches Gucci's well, especially in a space that skews to more youthfulness.
Idea and campaign
The Gucci Dive, a limited collection of 100 timepieces, was to be the ultimate example of the heights in gaming that esports represents.
The watch was engraved with Gucci's GG motif, also an initialism for the gaming perlance 'Good Game'.
To anticipate the launch of the watch Fnatic's social media pages covered the League of Legends team's time at Milan Fashion Week, including a vlog during their day nearnear the runway.
Fnatic paired the launch of the timepiece with a high-end video production as well as an arcade game playable within Gucci's app.
Results
8 million views on Twitter.
7 million views with on Instagram.
1.2 million views on YouTube.
What they said
Gucci:
"Inspired by Fnatic’s prominent League of Legends team, the unique timepiece features Fnatic’s logo and signature black and orange colouring. Now available on gucci.com, the new Gucci Dive is eminently collectible, with only one hundred individually numbered pieces being made."
