Brands, from the largest to the smallest, often include collaborations in their marketing action calendars. These co-branding operations associate two brands with complementary universes. Often limited in time, these capsules of unique products or services promote cross-brand awareness and virality.

By sharing their audiences, brands open themselves to new audiences, even to new codes (see the example below: The North Face x Gucci, when outdoor meets luxury). 

We have selected 3 interesting collaborations from the perspective of brand image, storytelling, or creativity.

GUCCI X THE NORTH FACE

source : gucci.com 

When luxury brand Gucci and outdoor brand The North Face come together, it is to cultivate their spirit of exploration. In this campaign, immersed in the 70s, we camp in style in the mountains. For the occasion, a joint logo has been imagined. It appears on all the pieces: dresses, t-shirts, puffy jackets, hiking bags.

GILLETTE X KOURTRAJMÉ

The men’s shaving and grooming product brand continues to assert its brand message. In partnership with the film school Kourtrajmé, it presents 3 films that offer multiple perspectives on masculinity. Short films with polished imagery and effective storytelling.

LEGO X ADIDAS

source : lego.com 

Lego and Adidas are not new to collaboration. Since 2019, the two brands have combined their universes for the delight of fans. In July 2021, the famous Originals Superstar sneakers were put in the spotlight.

And you? Have you considered a future collaboration with another brand? What would be the nature of the shared story?