When Pandora launched their new Pandora ME collection in 2021, they wanted an innovative new way to showcase the jewellery. We partnered with video game Animal Crossing New Horizons to create a special Pandora ME island in the game.
The campaign featured global celebrity ambassadors Charli XCX, Donté Colley, Cecilia Cantarano and Beabadoobee, with their avatars and houses appearing in the game. Players could explore a chilled hangout zone, dancefloor, DJ booth, diner and water garden, as well as Pandora’s office and jewellery workshop, showing the new collection coming to life.
At the official Pandora ME launch event, we created and ran a game station where attendees could play and explore the Pandora ME island in the game.
In August 2021, Xbox announced a partnership with the English Football Association (FA) as part of a long-term sports strategy, lighting Wembley up in green to celebrate their sponsorship of the England Senior Men’s and Women’s teams. Since then, we’ve created some distinct football campaigns to maximise Xbox’s partnership with the FA.
In the run up to the Men’s World Cup tournament, we worked with the FA to create a digital campaign that saw England players Declan Rice, Phil Foden and Tammy Abraham compete in a series of real-life challenges inspired by some of Xbox’s most iconic in-game worlds to win a limited-edition signed Xbox Series X consoles for fans.
We further supported Xbox in activating their access rights across the international football season, enabling us to arrange LED exposure, offer ticket giveaways and grant behind the scenes access to fans. This included inviting beneficiaries from videogames industry charity Special Effect to a special open training session at St George’s Park.
The H&M / Animal Crossing brand partnership was designed to celebrate H&M’s sustainability drive and promote its innovative world-first in store recycling system Looop. The campaign targeted, engaged and connected with gamers, gaming influencers and gaming press to raise awareness of sustainability and recycling in fashion amongst a young and eco-conscious audience.
Fronted by H&M’s Global Sustainability Ambassador and Game of Thrones actor and filmmaker Maisie Williams, our partnership featured the addition of the brand-new Looop Island in the Animal Crossing game for players to explore, where they could recycle their in-game outfits using the Looop machine and choose new ones as they played. Players were also given the chance to meet Maisie’s digital twin in the game at Looop Island.
Our partnership between Xbox and Places + Faces was all about two culturally influential brands doing something disruptive to drive conversations around cloud gaming and create deeper connections with Gen Z communities.
Inspired by streetwear and the rise of cross-body bags, the brand partnership saw the launch of the first accessory fashion bag for cloud gaming and the Xbox Game Pass Ultimate. A limited edition capsule collection was designed, consisting of a tee, hoodie, the special edition bag and a custom Xbox Wireless controller.
We created bespoke content and an extensive seeding program to bring the campaign to life and attract attention from press and influencers.
With Xbox and Gucci marking their 20th and 100th anniversaries respectively in 2021, it was the perfect time to come together to create something special in celebration.
Gucci designed 100 exclusively themed Gucci Xbox Series X consoles in Xbox and Gucci co-branded luxury travel cases, which were numbered with handwritten numbers and available to buy in Gucci stores worldwide and online. A further 20 limited edition console/case sets were seeded to A-list Gucci ambassadors.
This one-of-a-kind partnership put Xbox at the heart of the luxury goods space.
In 2021, we dreamed up one of our most high-profile collaborations between Xbox and Krispy Kreme to celebrate Xbox’s 20th anniversary. Featuring an iconic green Xbox design, the limited-edition Nexus Level doughnuts took food and gaming partnerships to a whole new level, with ‘meet and eat’ in-store experiences with TV personality Kem Cetinay, and a major seeding initiative with brand fans and influencers, who helped us spread the word.
In 2022 the brands reunited to celebrate the launch of Forza Horizon 5 with two exciting new Krispy Kreme flavours coming out to delight doughnut fans. The Forza Festival doughnuts (raspberry and kreme filled) and Game Changer doughnuts (brownie batter filled) took centre stage at ‘meet, eat and play’ sessions in Bluewater, where fans could meet F1 driver Lando Norris while chowing down on the delicious Xbox-themed doughnuts.
The collaborations made an impact on a global scale, with hundreds of thousands of doughnuts sold and enjoyed, and over 1100 pieces of media coverage written, generating over 1 billion views.
