Lunar New Year
Doraemon
x
gucci
Campaign 2021
Dapper Tapper Magazine
To celebrate the upcoming Lunar New Year, which heralds the Year of the Ox, Gucci’s Creative Director Alessandro Michele has envisioned the Doraemon X Gucci collection featuring the famous Japanese anime and manga character, Doraemon.
The special collection features Doraemon in its classic blue color over the GG motif. New fun and special Doraemon costume will also be revealed, created exclusively in tribute to the Year of the Ox. For this occasion, Doraemon takes the stage of Gucci’s Lunar New Year campaign filmed by photographer Angelo Pennetta.
This highly recognizable character becomes a companion who transforms everyday activities into joyous adventures. From having breakfast, playing video games with friends, or partying in the garden, beloved Doraemon in the role of an imaginary friend brings color to people’s lives.
The Doraemon X Gucci 2021 Lunar New Year Collection has its own sustainable packaging, including fully recyclable green bags and matching hang tags referencing the cartoon’s 50th anniversary, all featuring Doraemon.
Doraemon will also star at two Gucci ArtWalls in Shanghai and Hong Kong, where he will pose on the GG motif, as in the Doraemon X Gucci collection. Tailored entertainment will be available in the Gucci application that will bring the Doraemon figure to life thanks to augmented reality. By scanning the Gucci ArtWalls and packaging dedicated to Doraemon, users will discover a choreography of their favorite character.
