Li Bingbing + Gucci

Celebrity Endorsement (Global)

michael

The Brief

Gucci wanted to associate their Timepieces and Glass-wear with environmental initiatives, in addition to being a contributor to charities and the arts.

MGI Solution

MGI worked closely with GUCCI’s creative director, Frida Giannini, to shortlist a number of eco-friendly artists, ultimately deciding on Li Bingbing.

In 2009, Li Bingbing established L.O.V.E., a charitable organisation promoting the need for human responsibility towards life and the environment. As a result, she has been recognised as the first Chinese Goodwill Ambassador for the United Nations Environment Programme (UNEP). L.O.V.E.’s tagline “Responsible Life”, features on Gucci’s watches and bracelets as part of the deal.

To officially launch the partnership, Gucci Timepieces & Jewellery hosted a special evening event in the historical UNESCO heritage city of Lijiang, Yunnan province, China.

MGI Solution

MGI worked with Frida Giannini, creative director of GUCCI, to shortlist a number of eco-friendly artists, finally settling on Li Bingbing.

In 2009, Li Bingbing established L.O.V.E., a charitable organization promoting our responsibility towards life and the environment. As a result, she has been recognized as the first Chinese Goodwill Ambassador for the United Nations Environment Programme (UNEP). L.O.V.E. carries the tagline “Responsible Life”, which featured on Gucci’s watches and bracelets as part of the deal.

To officially launch the partnership, Gucci Timepieces & Jewellery hosted a special evening event on January 17th, 2013, in the historical UNESCO heritage city of Lijiang, Yunnan province, China.

Client Response

The campaign was a huge success, establishing an eco friendly tie with the artist and the brand. This caused a 30% increase in sales of Gucci glasses and watches in China and generated 1 Billion worth of media exposure.

“30% increase in sales of Gucci glasses and watches “