On the occasion of the next Chinese New Year in 2018 (which will take place February 16th and will have as a key element the dog) Cucci is developing a few digital cross platform activations to accompany the launch of the collection. The key visual aspect of the collection will be the dog, which in this case are the dogs of Alessandro Michele himself, called Orso and Bosco.

These key visual elements will be present on both the products and shop windows, however the main idea is to make them emoji, so that people will share and use them with friends and relatives for their greeting messages.

Gucci aims to grasp both Android and Apple, considering that their primary target is the Chinese resident in China.

Study shows that consumers are strongly influenced by emotions rather than information and logic. Thanks to the diffusion of smartphones and instant message applications, emoji is a great opportunity to get in touch, daily and easily with your customer base.

The experience we studied thanks to the Gucci app showed us that the GUCCIFICATION is a very appreciated and loved feature for the consumers.

In the end of 2017 Apple launched Animoji and that seemed to be the right solution for the project all things considered. The concept was to use such a recent and exiting technology to create branded Animoji. The visuals was based on the Unskilled Worker – a London based critically-acclaimed artist – illustrations of Alessando Michele’s dogs Bosco and Orso.

Eugenio Ormas is an eclectic spirit, with years of international experience, as an art director and creative strategic consultant, working on projects for high-demanding clients. From 2011 to 2018, he was the co-founder of SVPERBE Creative Visionaries, a liquid international awarded consultancy boutique, supporting agencies and brands on unique projects.

Eugenio has lived and worked in different cities including Lausanne, Zurich, Hong Kong and Shanghai. He moved back back to Milano in 2018, and worked on the FLAMEL.com concept development, an e-commerce platform, and other digital contents for clients such as Moncler, Roger Vivier, BMW.

Eugenio has a deep academic background: EMiLUX, double degree Executive Master in Luxury Management at Sda Bocconi with ESSEC Business School Paris and Master Degree in Design & Visual Communication at

Politecnico di Milano, thad gives him a 360° approach to all creative and business needs.