Typical Cases: Social Marketing And The Era Of Everyone Media.

There was such a saying on the Internet: "if I have another life, I want to become a deer and run in the same forest all my life." In summer, you can scoop up the water on the stream with the leaves, and use the plum blossom hoof to make a beautiful heart for you in the snow in winter. "

In fact, not only do people want to become deer, but they also want to become deer. For example, not long ago, GUCCI released the early autumn series image ads in 2020, focusing on "So Deer To Me" (for me, deer), aiming at deer and people.

Small animals in GUCCI advertising films

The advertising film is taken by Alasdair McLellan, Alessandro Michele has creative guidance, and Christopher Simmonds is the art director. The idea of "harmonious coexistence and friendly interaction" runs through the whole film. In the advertisement, we can see that the beautiful natural scenery is bathed in the glimmering light. People and animals live in peace and tranquillity under a blue sky. They are swinging on swings and playing on the slide, enjoying the gift of nature together.

At the photographer Alasdair Under the lens of McLellan, small animals such as fawn, owl, squirrel, frog, hedgehog, duck, rabbit and so on come out one by one. These animated animals and characters interspersed each other, making each other's contact seem closer, creating an allegorical environment, so as to urge people to return to innocence and enjoy the simple things in daily life.

This is not the first time GUCCI has been concerned about environmental protection and small animals. In 2017, GUCCI declared that it no longer used animal fur. In 2018, GUCCI announced that its supply chain had fully realized carbon neutralization: about 80% of the boutiques, offices and warehouses now use green energy.

GUCCI said that although about 20% of the world's advertisements had animal appearance, they didn't get the support and protection they needed, so whenever animals appeared in their advertisements, GUCCI would donate 0.5% of the media budget to the The Lion 's Share foundation. Therefore, we can see that since 2017, almost all kinds of animals appear in GUCCI advertisements every year.

2017 the spring and summer series of advertisements are based on "Wild Days and Nights in Rome". Let the model walk with the tiger on the streets of Rome. The theme of dreams generally presents the combination of restoring the ancients and the wild.

In the 2018 commercials, though there was no direct explanation of any animal relationship, the image of the animal was equally deep. For example, the models and geese in the early spring series "Rome Rhapsody", the owls in the "Utopia" of the spring summer series ads, the monkeys in the autumn and winter advertisement series "GUCCI Collectors Gucci collectors".

2019 the early autumn custom advertising series takes sculpture and artwork as the background, playing an eccentric role by Harry, entering the animals and interpreting Harry Styles.

Is GUCCI alone in love animals?

No, not too. As early as more than 100 years ago, Lincoln wrote in the declaration of the liberation of black slaves, "I pay equal attention to human rights and animal rights, which should be the consensus of all mankind." German writer Wen Lu even said, "dogs are the only creatures that love you more than you love yourself."

Animals that love animals vary from person to person, but the enthusiasm of companies to do marketing is always the same.

Just take a look at the names, brand names or images of animals around you. You know: Tmall, Sogou, Sohu, road cattle, flying pig, donkey mother, hornet nest, fighting fish, dragonfly FM, ant gold suit, fast dog taxi, panda burning incense, bear's paw, penguin, Firefox, rookie post...

There are products in logo, Tencent's penguin, NetEase's koala, Jingdong's "dog", Ctrip's "dolphins", where to go to "Camel" network, suning.com's "Lion", donkey mother travel "donkey", the same journey "fish"......

In advertising, there are also countless enterprises going forward to fight animal cards. For example, the advertisement of Mo street, "making an animal", has touched the flow of many famous animals such as birds, lions, whales and so on. Baidu, who has made technical debut, has done the advertisement of "magic zoo", not to mention making the brand image of an animal family full of Ali.

In Japan, a company has done more miraculous things to make the animals and alpacas become witnesses. In 2015, Japan's Yi Xiu News reported that a hotel in Tochigi County launched the alpaca service as a marriage collector, so that new people could marry and love more under the cute baby. Moreover, the wedding ceremony of alpacas as a "witness" has been noticed by many young people.

The main reason why companies love to associate themselves with animals is also the association brought by animals, its affinity and recognition, and the help that the current environmental culture can bring to marketing.

In advertising, there is a classic 3B rule. Beauty, Beast, Baby, beauties, beasts, babies, advertisements appear these 3 visual elements, the most easy to catch the attention of consumers, arouse people's emotional response.

Why are these three elements? Because from the perspective of biological instinct, we pursue food, color, reproduction, competition, novelty and violence. Therefore, today's online novels, cool articles, and eternal themes are sex, tactics, violence, and are the most concerned among all kinds of social events and hot spots. Beauties, beasts and babies are the most capable of stimulating our biological instincts.

Moreover, from the fervent "cat economy", it is easy to find that for the countless lonely men and women in today's cities, meow stars and Wang Xing people, even the rat stars have become the only spiritual partners of many people. In cold cities, corporate marketing is more likely to make them warm with the help of animal affinity, thereby opening the hearts and wallets of these men and women.

At the same time, animal image can also give enterprises and brands unique recognition and personality. In a typical case, Ali is determined to make semiconductors. How can we let the outside world know its determination? The image of a flat headed brother is impressive. "A man in a social position is not a lot of people." (the badger, the most fearless animal in Africa, is named "flat headed brother" because of its peculiar shape. Although it is a small omnivore, the "flat headed brother" is not afraid of lions, leopard and venomous snakes, and is born with an imposing manner of "people who do not speak much, live and die lightly, and refuse to do anything".

Finally, in a era of social marketing and people's media, enterprises can not escape the public questioning of social responsibility, and appeal to protect the environment and animals is always an outdated addition.