Gucci Run Requests you Don’t Run

Gucci came to us with an interesting one. They were launching a €700+ sneaker called “Gucci Run”. However, it’s a sneaker you can’t run in it. Yep, no performance credentials. So, we asked the question, what if a pair of Gucci sneakers could do the opposite of the category and provide the stillness we all crave?

So, we launched Gucci Run by celebrating a new type of performance - flow.

Flow is that beautiful state of being where time flies and things become effortless, simply by being fully immersed in an activity you love — be that painting, cooking, even walking. Science has proven that flow not only benefits our physical and mental health, but also increasing productivity, creativity and happiness. Problem is, the magic of flow can only be accessed in moments of seemingly nothingness. Which is why Gucci requested their audience to pause.

Leading by example, we launched by pausing all social and web activity for three days across Gucci’s global channels. The stillness made all the noise needed.

We then took over Gucci’s .com and social channels, showcasing key colour ways of the Gucci Run sneakers with immersive films depicting flow in a way that’s never been done before. We educated the audience on what flow is, while helping them connect with to their own flow state.

A week after the campaign launched, Gucci Run had increased sales in the men’s sneaker segment by +25%, overall e-commerce sales increased 178% from the previous month.

In Feb 2023, we were back with more. While part one educated people on flow, this next iteration, dived deeper into the textures of the sneakers while immersing the audience in the feeling of flow - as interpreted by 3D artists. Each artist was given a different stage of flow and together, the work recreates the feeling of an entire flow cycle.

And there’s is still more to come.