Adaily Inspiration Week #49: Brand collabs
For this week we chose campaigns that celebrate the art of collaboration. Below you’ll find our 5 picks that showcase how brands joined forces to create unforgettable moments: whether it’s merging creativity and play, combining iconic food favorites or reimagining product experiences. See more in Adaily here.
1. LEGO x Fortnite
2023 • Toys • Cross-country • Global
Campaign Summary:
LEGO Fortnite, a collaboration between LEGO and Epic Games, merged LEGO's creative play with Fortnite's ecosystem to create a fun and safe digital space for players of all ages. The campaign marked the start of a long-term partnership blending physical and digital play.
The launch was a major success, with 8 million LEGO Accounts created and 2.4 million concurrent players at its peak, making it Fortnite's most popular experience. Google searches for "LEGO" hit a 5-year high, while the game trended as the #1 topic on YouTube Gaming and among the top 3 global trends on Google/X. With 8.3 million Twitch views and 2.5 billion earned media impressions, LEGO Fortnite received widespread acclaim, solidifying its cultural impact and appeal.
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2. Nike x Patta x FC Barcelona
Iconoclast Los Angeles • 2024 • Retail - apparel • United States • North America
Campaign Summary:
FC Barcelona celebrated the unity and passion of its global fanbase, known as Culers, through a film that used the metaphor of the circulatory system, with the club’s colors symbolically running through fans’ veins. The campaign honored the club’s rich history while embracing its evolving future, showcasing the shared identity and devotion of fans from diverse backgrounds.
The campaign successfully resonated with fans worldwide, reinforcing FC Barcelona’s position as a unifying force in football. The use of authentic locations and analog techniques added to the film’s authenticity, earning positive feedback and engagement from viewers. Additionally, the campaign supported the launch of the PATTAxFCBxNIKE line, blending the club’s cultural legacy with innovative storytelling.
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3. Pizza Hut x IKEA
Ogilvy Hong Kong • 2020 • QSR • Hong Kong • Asia
Campaign Summary:
The Pizza Hut x IKEA collaboration introduced the SÄVA, a flat-pack table inspired by pizza box savers, to promote their new meatball pizza. This creative concept aimed to generate online buzz and drive sales on a limited budget.
The campaign achieved viral success, garnering over 1 billion impressions, 18 million views, and 45,000 social interactions across Facebook and Instagram. It exceeded expectations, boosting sales of the Pizza Hut x IKEA meatball pizza by 86% and solidifying the campaign's impact both locally and globally.
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4. Adidas x Gucci
AQuest Verona • 2022 • Shoes • Italy • Europe
Campaign Summary:
To promote the new co-branded Gazelle Sneakers collection, an interactive in-store installation was created that doubled as both a showcase of the sneakers’ evolution and a unique engagement tool. Using gyroscope technology embedded in the sneaker, the installation allowed the shoe itself to act as a controller, offering an immersive and innovative customer experience.
The campaign effectively captured the attention of sneaker enthusiasts and casual shoppers alike. It successfully highlighted the history of the Gazelle Sneakers while promoting the new collection. The innovative use of technology strengthened the connection between consumers and the brand, earning praise for its creativity and effectiveness.
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5. Burger King x Rappi (x McDonald’s)
DAVID São Paulo • 2022 • QSR • Brazil • LATAM
Campaign Summary:
Burger King teamed up with delivery app Rappi to create the "Impossible Combo," combining a Whopper with McDonald's fries in a bold and unexpected promotion. This collaboration between rivals aimed to generate buzz, intrigue, and excitement among fast food enthusiasts.
The campaign successfully captured widespread media attention and sparked conversations on social media. While specific metrics were not disclosed, the initiative showcased Burger King's creativity and willingness to challenge traditional marketing norms, leaving a memorable impression on consumers and emphasizing its innovative approach.
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Five’s not enough?
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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