Highsnobiety hitches a ride for Gucci with TikTok’s favourite trainspotter

Graham Fink observed here a while back that creatives should forget about ads and TikTok instead (we paraphrase) and here we have a pretty good example: Gucci (teamed with the rather unlikely The North Face) and viral trainspotter Francois Bourgeois (who’s actually from London) in a film by David Fischer’s Highsnobiety.

All the elements of culture change in one really, but Gucci consistently inverts trends in the fashion world.

Refreshing and fun – what more do you need (it’s fashion anyway.)

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.