I’m just not too sure Gucci intended this to go this far, right? (click to skip the smoking canister)
Clearly a provocative image, likely re-released to become a viral sensation. Gucci obviously took it upon themselves to race to the bottom of the heap. But why?
As we all know, understand, and imagine; Gucci sells sex. Since 1994 when Tom Ford took over Gucci the company had one clear message “sex!” It was the sexual revolution of women lead by Tom Ford who’s dream was who’s dream was to empower women on a sexual level.
This recent campaign follows a simple undeniable trend: Sex sells. Gucci rose out of what seemed certain bankruptcy to one of the most popular and successful luxury fashion retailers.
Although controversial the original provocative ad campaigns by the “then” creative director Tom Ford ensured his message of sexual empowerment became a series of intriguing ads.
But let us be clear about the “now” brand message under new leadership of Frida, Gucci is a beacon of luxury taste, a fashion role model with a halo of respect. The imagination runs wild on Gucci’s seductive visuals, never the explicit. Sure my own righteousness is questionable.
They often refer to these spots as brand reality. In essence you turn the brand on it’s head and show the hard working people behind the product. A beloved sneaker company enjoy putting the worker center stage.
A company culture is akin to a person’s personality. It embraces values and practices that are shared by all employees. Culture is never accidental; it is carefully planned, built and nurtured. A community-based culture is where employees don’t just see their daily activities as a job; rather, it is in tune with their belief and even their own personal lifestyle.
One of the strongest community cultures I have recently encountered recently is Lulelemon, a Canada-based international yoga-inspired clothing company that went public in 2007.
The company’s manifestoincludes a long list of statements that range from their product philosophy (”lululemon athletica creates components for people to live longer, healthier and more fun lives. If we can produce products to keep people active and stress-free, we believe the world will become a much better place.“) to what seems like personal goals (”Live near the ocean and inhale the pure salt air that flows over the water, Vancouver will do nicely.“) and tongue-in-cheek green living advice (”Do not use cleaning chemicals on your kitchen counters. Someone will inevitably make a sandwich on your counter.”).
And the “community” is not limited to those who are on the payroll. The ambassador programis extended to individuals in their store communities who “embody the lululemon lifestyle and live our culture”.You will find free yoga lessons at their stores over the weekends, advice on finding suitable yoga classes in your neighbourhood, and more.
So, guess what kind of employees they would attract? And what kind of dialogues would happen between these employees and Lululemon’s customers?
Culture jammer rebranding London’s new bikes with some thought provoking messages about the sponsor. One of the user comments caught our attention: 
