DOLCE & GABBANA Spreads the joy of family
BY JULIA ASPHAR
Dolce & Gabbana is channeling their inner street style- literally. Throughout the streets of Paris, Milan, London, and New York pedestrians can look for spray painted renderings of Domenico Dolce, Stefano Gabbana, and the duo’s four legged friends on street corners and sidewalks.
The renderings are a part of Dolce & Gabbana’s strategy to play up the house’s love of family, often depicted in their ad campaigns. Alongside the spray painted cartoons is the hashtag “#DGFamily,” which encourages passersby to get involved by sharing their own family memories over social media. That interaction extends further to D&G’s website where the shared photos cover the homepage and can be posted in a virtual gallery.
Dolce & Gabbana’s guerilla marketing project is aimed at both attaining a younger audience and promoting the brand’s relatable theme of the Dolce & Gabbana family to all families around the globe. The street art campaign is approachable and humbling for the house because the spray painted ads are so simple and at the feet of the public. As for the hashtag, it creates a connection between the people and brand name and successfully puts truth and substance behind the brand’s theme of la familia.
Though the graffiti is not permanent, D&G’s loving campaign has made a lasting impression on our hearts.