NOW That’s What I Call…WXY’s Extremely Unlikely but Totally Brilliant Brand Collaborations
This year saw the launch of our dream brand collaborations. Designed just for fun, these mash-ups provided a much-needed creative outlet when we were working on some logistic-heavy projects.
If you’ve read any of our comms, you’ll see that we always bang the drum for logistics over creative. What’s the point in coming up with a sh*t-hot idea if you don’t know how or are unwilling to get your hands dirty to execute it? That being said, we’re still partial to flights of fancy sometimes, so we’ve revisited some of our favourite fantasy brand partnerships.
Sonic + Dunkin
Dunkin Donuts is seeing a resurgence in the UK. Sonic the Hedgehog is celebrating his 30th Anniversary this year, and there’s a sequel to the first box office smash on the way. A ripe and ready license partnership, if you ask us!
Our idea is to tap into the zeitgeist of Sonic fans, making a campaign fit for social media and giving Dunkin Donuts a healthy brand boost in the UK in the process.
It would feature limited edition Sonic Donuts, inspired by the blue blur himself and his pals. We’ve put together some quick creative ideas to show how this campaign could come alive on social media.
Lilt x Visit Blackpool
Under the strap-line “Lilt up Blackpool”, we would relaunch the totally tropical drink in a town that evokes nostalgia.
The hero creative would be front and centre and based in Blackpool, showcasing Lilt to the rest of the UK. Blackpool tower is no stranger to brand-sponsored activity, and the northern England seaside town is well known for being lit up during the Illuminations – a must-do for any kid growing up in the north-west (and beyond)!
Also, sponsoring one of the rides on Blackpool Pleasure Beach is a must – we nominate the Icon roller coaster!
MAC x Irn Bru
Combining MAC’s slick, minimalist identity with Irn Bru’s tongue-in-cheek humour is key. Playing with these two themes has made for some great ideas and a chance to show that having a Glasgow-born director has its perks.
In a world where makeup artists (MUAs) are big money, and a cornerstone of how cosmetics brands communicate with their public – adding Irn Bru’s cheeky style would, at the very least, achieve cut-through and attention.
We don’t know how well ‘ginger’ lipstick would sell, but the concept alone makes for a compelling argument.
Along with the creative, we would recruit Scottish makeup influencers to really bring this dream collaboration to life.
Marmite x Bounty
Hands up, who leaves Bounty chocolates at the bottom of the Celebrations tub at Christmas? It’s a divisive chocolate, that’s for sure! WXY has love for Bounty - we even came up with a concept previously. Perhaps it’s the chocolate bar’s fiendishly divisive nature or its underdog reputation that we feel a kinship with – or maybe they’'re just delicious.
Some brands play directly into this love or hate perception… Marmite springs to mind! Bringing two brands from two FMCG titans – Unilever and Mars together in one campaign is one we’d like to sink of teeth into.
Our concept plays on the divisive nature of both brands as they come together in an epic collab – Marmite flavoured Bounty? Or a coconut flavoured Marmite spread? We present “United in Division”…
TripAdvisor x Deadpool
Why and how does Deadpool make sense for TripAdvisor? The idea is simple, Deadpool as a travel influencer.
We’d create a dedicated URL for a microsite containing carefully curated recommendations to supercharge those affiliate links, complete with a Deadpool rating system that injects the character’s comic book wit. And what influencer collab would be complete without a full social media takeover?
The superhero has his own irreverent take on life, so slotting him into a brand campaign should be seamless. And, during a time where holidaying is a distant memory, getting people back into the travelling spirit with a much-loved character seems all the more satisfying.
BRB Travel x Barbie
Travel companies often partner with bloggers and influencers to create beautiful content and connect with target audiences.
With over four million followers across two of her main Instagram accounts (@Barbie @BarbieStyle), the iconic doll is a bonafide social influencer.
With that mentality, we created this campaign concept to make Barbie the travel influencer of the moment.
Well, that was a fun trip down memory lane! If you’re looking to give your brand a shake-up, get in touch with Gemma and Marc at WXY. Drop us an email on talk@wxy.social.
Concepts created as part of the WXY’s Extremely Unlikely but Totally Brilliant Brand Collaborations. Conceptual works only.