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