Gucci campaign offers questionable salve for fashion’s diversity problem
When Gucci rolled out audition videos for its pre-fall 2017 campaign last week on Instagram, publications as diverse as Allure, BET and The Fader picked up the news. Unlike coverage of most digital fashion campaigns, this one created a significant splash due to its casting of all black models. It’s an especially stark change for a brand that tends to be weak on diversity — many of its campaigns feature a lone black model alongside a larger all-white group. This meagre attempt remains noteworthy in an industry in which the spring/summer 2017 campaign rollout saw all-white spreads from Roberto Cavalli, Chloe and more, and runway shows that were only 30.3% non-white, according to a recent report by The Fashion Spot.
Cast by Midland Agency, known for its street-casting work for the likes of Hood by Air and Eckhaus Latta, the Gucci videos feature young women and men riffing (inexplicably, but with charm) on their “spirit animals,” with no attention being paid to the Gucci brand or its products. While it certainly succeeded in garnering attention and is a welcome improvement from its exclusionary campaigns of the past, it remains to be seen whether race-based campaigns affect brands in the long-term or are just good old marketing. To read the rest of this story, please visit Glossy.
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.