Unconventional Collaborations
Unconventional Collaborations
‘It shouldn’t work but it does. . . ’
Unconventional Partnerships are about surpassing expectation, creating new stories and opening up the perception of what’s possible.
These special partnerships and the activations that surround them, have the effect of shocking and stunning the audience into a sense of openness. The ‘double take’ effect they create, metaphorically pushes the audience into a position where they’re more open and receptive to any subsequent messaging. Typically due to the excitement generated by the audacity and notion of the partnership itself.
The more ambitious or outlandish the perception of the partnership, the better the results.
Reach new audiences, raise brand credibility & awareness. Showcase shared values and tell new stories. Exponentially build hype and breed the fear of missing out. Hint towards future conceptual directions or celebrate brand identity & heritage.
Pokemon x Mini
Two highly unlikely collaborators with no immediately identifiable characteristics came together to answer the question; What happens if you could connect your gaming console your car, similar to a smartphone?
The answer to this question was unveiled at Gamescon 2022, in the form of an Electric Concept Car. The car comes complete with ‘Pokemon Mode’, full colour projection headlight screen, interior lighting effects and so much more to delight gamers of the future.
Arsenal & Adidas x Jamaican Arsenal Fans
Launched in time for London’s Notting Hill Carnival, the second largest carnival in the world and biggest street party in Europe.
Arsenal & Adidas took the opportunity to show appreciation for Arsenal’s Jamaican fanbase by creating a shirt inspired by the Jamaican flag. The move was largely unexpected as there’s no immediate connections. However the campaign was well received as it demonstrated the club’s strong personal connection to elements of the fan base. Building anticipation for future collaborations.
Crocs x 7 Eleven
Serial collaborators-in-chief, Crocs have implemented the unconventional collaboration tactic on many occasions. This has arguably been key to the cultural relevance they currently enjoy today, particularly with Gen Z.
The customisable nature of the products they make lend themselves very well to this tactic. Croc customers are continually encouraged to see the product as a blank canvas and to have fun expressing themselves. They continually sell accessory items to help customers customize their Crocs.
As a result the unconventional collaborations Crocs undertakes, reflects the sense of discovery and creativity the wish to project as an aspect of their brand values.
Leica x Vans x Ray Barbee: DLux 7
Skateboarder, Musician and Photographer Ray Barbee found himself at the centre of a collaboration between Vans and Leica.
Released as a limited edition of the Leica D-Lux 7 featuring the classic vans checkerboard pattern, Signature and quotes by Ray Barbee and Leica creator Ernst Leitz II. This showcases how influencers can also be incorporated into collaborations campaigns between unconventional partners.
Samsung x Starbucks: Galaxy Buds & Phone Cases
The phone in your pocket, the coffee in your cup and the buds in your ears. All lifestyle choices we tend to take for granted. However in the name of creativity and fun Starbucks and Samsung combined together to create unexpected limited editions of all 3 items.
“Samsung’s starbucks collab Galaxy Buds case is silly pointless and I want one” – David Pierce, The Verge
