exploring the Powerful Partnerships Shaping Culture Vol. 14
Gwyneth Paltrow for Astronomer
You’ve probably seen the Astronomer CEO video by now: a viral clip of him and the company’s chief people officer embracing - and then ducking - at a Coldplay concert. Astronomer’s unlikely solution? Gwyneth Paltrow. Oscar-winner, wellness queen, and former wife of Coldplay frontman Chris Martin; the casting choice alone adding a surreal layer of irony. The actress appears in a deadpan ad as Astronomer’s “very temporary spokesperson”, answering the company’s most-asked questions. She deflects (or embraces) scandal, recentering the product while delivering just enough meta-irony to feel strategic. It’s slick, weirdly self-aware, and instantly viral. And it clearly worked. At least in redirecting the conversation.
RARE BEAUTY SCRATCH AND SNIFF BILLBOARD
Rare Beauty’s scratch-and-sniff billboard campaign is a smart strategy because it transforms a traditional ad into a sensory, interactive experience—letting people smell the product before buying. It bridges the gap between offline and online with QR codes for free samples, driving both engagement and conversion. It’s a genius blend of scent and spectacle, turning a static billboard into a sensory playground. It's bold, tactile marketing made for the TikTok age.
Garnier has teamed up with our favourite girls Sophia and Cinzia for a Summer’s Afternoon picnic. By partnering with Sophia & Cinzia for a curated, intimate live experience, Garnier harnesses influencer credibility, drives genuine social content, and brings its skincare products to life. Their presence elevates the event beyond a brand activation—making it feel personal and community-driven, not corporate. Another example of the community first activations that have shaped our Summer!
Ikea - Mattress - Recording Sleep Talkers
IKEA just nailed mattress marketing: recording real sleep talkers and positioning it as ‘reviews.’ Fittingly titled Sleep Talk Reviews, the campaign recorded genuine sleep talk from real people over two nights Capturing every murmur, mutter, and snore, the recordings became authentic product reviews - demonstrating just how soundly you can sleep on an IKEA mattress. Participants were tucked into a bedroom setup designed for optimal rest, with hidden cameras and ultra-sensitive microphones capturing even the faintest nocturnal utterances. Absolutely hilarious and an authentic way to demonstrate product quality. A brand new approach to customer reviews…
Huda Beauty has unveiled a meaningful collaboration with Palestinian artist Saint Levant. This special edition shade not only features bold branding, but also channels proceeds directly into supporting Palestinian agricultural and cultural preservation initiatives. The campaign cleverly blends beauty and purpose—uniting a high-profile beauty brand with social activism by partnering with a Palestinian musician whose artistic narrative aligns with impactful giving. This co‑creative collaboration elegantly amplifies both the product and its cause.