For its Pre-Fall 2020 campaign Gucci’s creative director Alessandro Michele chose a range of cute animals as recurring motifs.
Titled #SoDeerToMe the campaign features deers, fawns, owls, bluebirds, skunks, squirrels, frogs, hedgehogs, ducks, and rabbits surrounded by models. Lensed by Gucci’s longtime collaborator Alasdair McLellan the series of portraiture vignettes depict the beauty and the personalities of a group of men, women, and their beloved animals.
The campaign is not only an invitation to enjoy the simple things in life but focuses on the need to support wildlife conservation. In order to do so the Italian Fashion house has also partnered with the ‘Lion’s Share Fund’, a non-for-profit organization that raises money to protect endangered species by partnering with global brands and advertisers using animals in their ad campaigns.
Launched in September 2018 by film director Christopher Nelius and producer Rob Galluzzo, the initiative not only takes care of lions and has already been able to help reduce the rate of elephants that fall victim to poaching. It has provided a subsidy to safeguard endangered animals Orangutans, elephants and tigers ready in North Sumatra in Indonesia. It is led by the United Nations Development Program (UNDP) and a coalition of companies and UN partners. Over the next five years, the initiative plans to spend over USD 100 million a year on animal welfare, biodiversity, and the climate.
‘This partnership with Gucci marks the continuing evolution of this innovative fund, which provides a unique opportunity for brands across all industries to join forces and help preserve and protect biodiversity across the globe. Wildlife populations are half the size they were just 50 years ago, and their habitats and ecosystems are destroyed at an unprecedented rate due to human activity. The Lion’s Share is an idea that is as innovative as it is simple – and it makes a real impact on wildlife conservation,’ Achim Steiner, UNDP Administrator said in a press release.
As a result of its partnership with the Lion’s Share Fund, Gucci has committed to donating 0.5 percent of its media spend each time an animal appears in its ads.
‘Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns. With the increasing threats to the planet’s biodiversity, groundbreaking initiatives like the Lion’s Share Fund have the potential to be transformative by organically connecting the business community with direct action to protect our natural habitats and most threatened species,’ Gucci’s president and chief executive officer Marco Bizzarri said in a statement.
According to Gucci, Animals appear in approximately 20 percent of all advertisements in the world, yet don’t always receive the support they deserve. The Lion’s Share Fund gives brands the ability to take urgent and important action and help protect our planet, the company said. The Italian Fashion house has shown entrepreneurial responsibility and commitment in the past: in a similar way, since 2018, it has been totally carbon neutral across its supply chain and offsetting remaining emissions every year through REDD+, which protects critical forests and biodiversity around the world.
See the campaign images here