Gucci: Meme-ified Their Watch Campaign

It wouldn’t be Dux Studio if we didn’t tie our key strategy tactic this week to an "outside of education" influencer. This time, we’re revisiting Gucci’s iconic 2017 watch campaign for their Les Marché Des Merveilles collection. Gucci boldly transformed their Instagram into a full-blown meme page, launching the hashtag #TFWGucci (That Feeling When Gucci) in collaboration with hand-picked meme creators, personally selected by Alessandro Michele.

The result? A campaign that blurred the line between high fashion and internet humor. Each meme delivered its punchline differently, resonating in unique ways with diverse audiences—and that’s the brilliance of it. The power of these memes lies in their relatability, wit, and ability to distill a complex brand identity into a single shareable moment. Some leaned on irony, others on nostalgia, and many on that universally recognizable "yep, been there" feeling.

So, how does this connect to schools? Memes are masterful at simplifying big ideas, breaking down barriers, and building connections through shared humor. In education, they can act as powerful tools for communication, engagement, and even teaching complex topics. Just like Gucci used humor and relatability to connect with a global audience, schools can use memes to bridge generational gaps, spark conversation, and make classroom or community communication more approachable and authentic.

Here are a few of our favorite Gucci campaign memes—each one hits differently, but powerfully tugged at our humor and connection chords. Which one speaks to you?

All images sourced from: Gucci Website