In a high-end world, maybe it’s basic posts that will resonate with your audience the most. 

Gucci started a new marketing campaign on Instagram turning its luxury brand into a cheeky meme.

Using the hashtag: #TFWGucci, Gucci worked with international meme creators and artists including Polly Nor, Amanda Charchian, Goth Shakira and Olaf Breuning to showcase Gucci’s timepieces. Each meme is witty and in the caption, Gucci describes the artist’s intentions as if we were at an art museum.

I think their campaign works because while being amusing and relevant, it also resonated with the Gucci brand of being classy and intellectual. Even Mashable gave Gucci an “A+ for effort” while at this same time the marketing campaign is making people “cringe.”

Below are a few of my favorites. What do your think of Gucci’s meme campaign?

“When you go to spin class to escape time but your glam is infinitely on point.”

#TFWGucci The work of LA-based artist @amanda_charchian is characterized by her uniquely female-focused approach to the Surrealist tradition. With mysterious, witchy characters—think a crystal-incrusted spider sculpture that trembles in the wind, or a circle of ginger women linked together by their braided hair—they’re impossible to forget. It’s no wonder that her career spans both the fine art and commercial fashion world, and has included both gallery shows and editorial commissions for Vogue Italia. Her collaborative memes for #TFWGucci with the hilarious @textsfromyourexistentialist create a feminine duo: sensual, funny, and unapologetic, with an underlying darkness from the eponymous philosophy. – Text by @tatianaberg. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 17, 2017 at 6:03am PDT

#TFWGucci @flamigram cycles through several different media, including water-color painting and sculpture, and her #TFWGucci collaboration is similarly hands-on. Rather than pasting pictures in a digital landscape, she preferred to sculpt clay figures in this artwork: an outstretched hand, clad with rings and a #Gucci #LeMarchédesMerveilles watch, reaches out to touch a statue’s lovely face. Recreated from a #Gucci campaign shoot, the result is sweet, sad, and not a little lonely, like a Giorgio de Chirico painting. Meme by the Internet culture-savvy @cabbagecatmemes. – Text by @helenh0lmes. Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 21, 2017 at 6:28am PDT

#TFWGucci Limbs merge, torsos twist, flesh morphs and transforms – the work of Danish-born, New York-based artist @asgercarlsen reminds us that the human body is a strange place. His signature black-and-white photographs portray a mundane scene interrupted by a bizarrely-distorted figure, with an underlying sense of comic absurdity. This is highlighted for #TFWGucci by the mischievous @cabbagecatmemes, who brings a wry wit to Asger’s work to satirize the funhouse mirror of modern beauty standards. – Text by @newterritories. Discover more through link in bio.

A post shared by Gucci (@gucci) on Mar 20, 2017 at 9:19am PDT

#TFWGucci The new generation of future-forward Gulf creativity, @christto_andrew is a dynamic duo making eye-popping images from their studio in Doha, Qatar. Christto Sanz and Andrew Weir hail from Puerto Rico and South Africa, respectively, and came together in 2012 to collaborate on bold photography and moving images that challenge perceptions about the Middle East, blending traditional symbols with jewel-toned surrealism. For #TFWGucci, they introduce us to a mysterious fashionista who holds a flaming rose while she casually checks her #LeMarchédesMerveilles watch. In the words of the viral but never basic @beigecardigan, she’s just too fire to waste time. – Text by @newterritories Read more through link in bio.

A post shared by Gucci (@gucci) on Mar 19, 2017 at 9:29am PDT