„That Feeling When” is a new Gucci social media campaign. To launch the Le Marché des Merveilles collection of watches, Gucci commissioned international artists to develop original memes. It’s just #amazing.
The word “meme” was coined by the British biologist Richard Dawkins in 1976 to mean an “imitated thing.” For Dawkins, the word referred to pieces of language and culture that were transmitted across time and space, but the Internet has carried that idea of transmission to its extreme.
Memes — images or animated GIFs, often with text — are the common currency of social media, passed from user to user millions times a day. Gucci decided to use their popularity for latest collection of watches. They commissioned international artists curated by Alessandro Michele to develop original imagery. The images were then given to a new class of viral creators already famous on Twitter and Instagram to turn into new memes. The effect is spectacular!
The campaign is called #TFWGucci.
“That Feeling When Gucci” refers to the moment of putting on one of the new Gucci watches.