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Library/Campaign/Full Steam Ahead with Francis Bourgeois
Grade B18 sourcesHIS-00867

Full Steam Ahead with Francis Bourgeois

Campaign · 2022 · Niche

27Editable slideCertificate

Highsnobiety’s trainspotter fashion campaign post drew 94,103 Instagram likes.

Original · Highsnobiety / Tom Dream

lucy ford 🍊

@lucyj_ford · Jan 17, 2022

francis bourgeois in the gucci x north face ad i’m obsessed

93K251
Post · @lucyj_ford on X
Clip · Black Dog Films on Vimeo
Clip · @gucci on TikTok
HIGHSNOBIETY on Instagram: "It’s full steam ahead for @gucci and @thenorthface as they take their second collaboration to the tracks with TikTok star and trainspotter @francis_bourgeois43.⁠ ⁠ With…
HIGHSNOBIETY on Instagram
Official campaign photographs of Gucci and The North Face clothing on the train.
Highsnobiety / Ronan Gallagher
francis bourgeois in the gucci x north face ad i’m obsessed
@lucyj_ford on X
francis bourgeois in the gucci x north face ad i’m obsessed
@lucyj_ford on X
The North Face x Gucci - Summit Ascent Service
Black Dog Films on Vimeo
All aboard! 🚂 @Francis Bourgeois for #TheNorthFacexGucci. @Highsnobiety @thenorthface #AlessandroMichele
@gucci on TikTok
Tom Dream Signs to RSA Films for UK and Europe
Ridley Scott Associates / Little Black Book
Gucci x The North Face
Highsnobiety

Spread Score

How it works
Reach24Contagion35Breadth10Velocity45Longevity2527

Numbers

Seed to peak
4 days
Jan 17 ’22 to Jan 21 ’22
Platforms
5
Started on Instagram
Origin
Seeded
Fashion & accessories

Mechanics

  • Underdog
  • TransgressionPrimary
  • Platform jump
  • Press loop
  • Newsjacking

How it spread

Trace the origin

Highsnobiety cast TikTok trainspotter Francis Bourgeois in a Gucci and The North Face film. Public reactions reached indy100 and NME. GDELT news volume peaked during launch week; the film later won a Webby.

Google searchesJan ’22FebMarAprMayJunJulAugPeakInstagramPressXTikTokOpen web
InstagramPressXTikTokOpen web

6 more events on this chart

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Timeline (9)

  1. January 2022

    Highsnobiety seed · Jan 17 ’22

    Highsnobiety posted the trainspotting campaign with Francis Bourgeois.[1][2][7]

    HIGHSNOBIETY on Instagram: "It’s full steam ahead for @gucci and @thenorthface as they take their second collaboration to the tracks with TikTok star and trainspotter @francis_bourgeois43.⁠ ⁠ With…
    Open the first post ↗

  2. The Drum press · Jan 17 ’22

    The Drum covered the campaign and Bourgeois’s role as a train conductor.[3]

  3. Public commenters quoted by indy100 platform jump · Jan 18 ’22

    indy100 reproduced public posts celebrating Bourgeois’s appearance in the advert.[4]

Origin
Seeded
Sector
Fashion & accessories
Region
GB
Reported figure
—
Evidence
Grade B

Spread the same way

Apple Three Minutes

YouTube · 2018

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40M views

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YouTube · 2023

53
HUSQVARNA x DOOM

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ASICS The Desk Break

YouTube · 2024

48
ASICS | The Desk Break

2.3B impressions

The Best Place in the World to Have Herpes

TikTok · 2024

27
Make New Zealand The Best Place In The World To Have Herpes - An Introduction

22.4M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesJan ’22FebMarAprMayJunJulAugPeakInstagramPressXTikTokOpen web
InstagramPressXTikTokOpen web

6 more events on this chart

Join free to see them

  1. January 2022

    Highsnobiety seed · Jan 17 ’22

    Highsnobiety posted the trainspotting campaign with Francis Bourgeois.[1][2][7]

    HIGHSNOBIETY on Instagram: "It’s full steam ahead for @gucci and @thenorthface as they take their second collaboration to the tracks with TikTok star and trainspotter @francis_bourgeois43.⁠ ⁠ With…
    Open the first post ↗

  2. The Drum press · Jan 17 ’22

    The Drum covered the campaign and Bourgeois’s role as a train conductor.[3]

  3. Public commenters quoted by indy100 platform jump · Jan 18 ’22

    indy100 reproduced public posts celebrating Bourgeois’s appearance in the advert.[4]

  1. owner response · Jan 19 ’22

  2. press · Jan 19 ’22

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Why it worked

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