#TFW Alessandro Michele strikes gold. Gucci launched a funny new way of marketing its timepieces: a series of Internet memes that tie in its new watches that are sure to give the other brands at the upcoming BaselWorld watch fair a run for their money. In previous marketing projects, Michele invited artists to collaborate on campaigns like #GucciGram and #24HourAce to bring fresh perspectives to his unique point of view. Contributors to the new #TFWGucci (“That Feel When” or “That Feeling When”) project include LA-based artist Amanda Charchian, Olaf Breuning of NYC and Zürich, Less from Korea, and Qatar-based artist duo Christto & Andrew. The latter had one of the funniest memes, featuring a lady holding a burning rose while checking her timepiece that reads, “When he gets mad at you for being 3 hours late but you’re too fire to deal with that kind of attitude.” Expect a few of these to go viral.
Each of the artists was invited to create their own meme using Gucci imagery or propose an idea which Gucci could realize by inviting a visual artist to bring it to life. The memes highlight the collection of Le Marché des Merveilles watches, which debut at BaselWorld on March 23. To explore the artwork further, visit Gucci’s microsite gucci.com/tfwgucci.