Li Bingbing + Gucci

michael

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 …

Brad Pitt + Cadillac

all9lives

Cadillac was on the hunt for the perfect celebrity to promote the launch of their new Cadillac XTS. MGI had the perfect strategy for such a task. MGI worked with 50 influencers to activate test drives with the new XTS vehicle. The multi-year campaign, comprised of four video advertisements with Brad Pitt, became the largest celebrity endorsement deal in China …