Campaign collaborations which we've been obsessed with lately

There’s a big difference between campaigns that run and campaigns that resonate.

The ones we keep coming back to, whether it’s in a Slack thread, a social scroll, or during Monday’s round-up, tend to share the same qualities, tuned-in culturally, visually distinct, and designed with the audience experience in mind.

Here are four recent campaigns that caught our attention and why they hit the mark.


1. Gap x Katseye 

Gap’s “Better in Denim” campaign has taken customers down trip by memory lane.

Starring global girl group Katseye, the ad has already amassed over 20 million Instagram views, combining nostalgia with fresh energy.

Set to Kelis’s song “Milkshake,” it’s a slick, dance-driven celebration of denim that feels tailor-made for the TikTok generation.

The message? Denim as you define it, individual, expressive, and undeniably cool.

This launch comes at a time when American Eagle is facing backlash over its own campaign featuring Sydney Sweeney. Critics have accused the brand of promoting eugenics through its wordplay on “genes” and “jeans,” leading to a decline in foot traffic and a decrease in stock ratings.

In contrast, Gap’s approach, rooted in its 30-year legacy of culturally relevant campaigns has resonated without controversy, proving that staying true to brand values can still make waves.

Gap's "Better in Denim" campaign has set a new benchmark in cultural marketing, demonstrating that authenticity and brand integrity can lead to impactful success.

2. Rosie Huntington- Whiteley joins Gisou as beauty ambassador

At Gisou, authenticity and real connection are everything.

That’s why Rosie Huntington-Whiteley feels like the perfect fit for this next chapter.

As Rosie puts it: “Joining the Gisou Hive feels natural. Hair has always been my way to express myself, and I’ve long admired Gisou’s focus on quality and heritage. This campaign celebrates hair as a personal statement, and I’m proud to be part of that.”

Rosie isn’t just a style icon, she’s a mother, actress, entrepreneur, and a leading voice in beauty and fashion. For Negin, founder of Gisou, Rosie was the obvious choice to represent the brand’s core values: genuine, creative, effortlessly elegant.

But Rosie’s role goes beyond being the face of the campaign.

She’s deeply involved in shaping Gisou’s vision, sharing her own beauty insights and passion for self-expression to inspire new products and stories. Whether it’s collaborating on fresh looks, highlighting the power of hair as an accessory, or amplifying Gisou’s message of confidence and individuality, Rosie is helping take the brand to new heights.

Together, Rosie and Negin bring to life what Gisou is really about real connection, authentic beauty, and hair that feels as good as it looks.

3. “Gravy Meets Pastry” brought by Greggs x KFC 

“Gravy Meets Pastry” is the perfect union of Greggs’ iconic sausage rolls and KFC’s signature gravy, a limited-time comfort food mashup that’s pure brilliance.

To launch the campaign, they took things beyond the screen and went straight to the streets with a three-day tour, handing out free samples to fans in London, Manchester, and Newcastle.

But this wasn’t just about freebies.

It was a smart, hands-on way to create a memorable experience, letting customers taste the collab and building genuine excitement and IRL experience between the brands and their audiences.

The best part? A £10 Uber Eats sharing bucket featuring six sausage rolls paired with a generous tub of that famous KFC gravy.

Born from genuine fan demand, this collab brought together two British high street favourites in one irresistible package and honestly, it’s everything we didn’t know we needed.

4. Rare Beauty launches Tajin inspired makeup 

Rare Beauty has joined forces with Tajín to launch a limited-edition Cheek & Lip Set inspired by the vibrant, bold hues of Tajín’s iconic seasoning.

This collaboration is more than just makeup, it’s a joyful celebration of culture, self-expression, and the energy that connects us all. Featuring full-size products in shades that capture Tajín’s signature warmth and zest, the collection brings a fresh pop of colour to any look.

Selena Gomez, Rare Beauty’s Founder, highlights how this partnership celebrates individuality and the unique moments that unite us.

The strongest campaigns right now aren’t trying to grab attention, they’re earning it. What makes them stand out? They’re unexpected in the best way, bold without feeling forced, perfectly timed, and built on a clear, authentic fit. These aren’t just one-off stunts, they stick because they feel right for the brand and right for the moment.

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