To drive its philanthropic campaign “Chime for Change” to the new heights, Gucci is rolling out a new fragrance-centric effort that aims to attract new donations. Part of proceeds from selling five designated iconic Gucci fragrances will be used to fund the program set to improve social lives, careers and health of women and girls in deprived regions across the world.
Gucci
Gucci is extending its fashion-forward philanthropy initiative, Chime for Change, through a competition for technology developers. The fashion giant is launching a hackathon called “Chime Hack” in early December where engineers, product designers and project managers will be developing mobile applications to support girls and women globally.
Italian fashion giant Gucci has teamed with a roster of female celebrities to launch a new global campaign, Chime For Change, aiming to empower women across the globe. Beyoncé Knowles, Salma Hayek and Frida Giannini, Gucci’s creative director, have become the ambassadors of the new initiative, announced at the TEDxWomen luncheon yesterday, February 28. The effort is designed to inspire girls and women in different parts of the world to be bold, strong and enthusiastic about claiming their right for a better life.
The story of close relationship between brands and cinematography started nearly at the same time as the cinema itself was born—in the beginning of the movie era, the big companies promoted their products though short clips which were screened before movies. Now it’s not that easy to tell for sure for which product the pioneer ad was created, but according to a range of sources (IMDB is one of them), the first filmed advertising for a today’s global brand was shot for Dewar’s Scotch Whisky (1897). Today, connections between filmmaking industry and brands go beyond this simple presence and include a lot of examples such as much discussed product placement, festival sponsorship and opening cinema clubs, cinema-related advertising campaigns, collaboration with filmmakers on commercials, and creating movies under brands’ supervision.