What do you do when a DJ sets your competitor’s product on fire? Give them an official role, of course! When producer and DJ John Summit’s sixth Rimowa suitcase broke on tour, he posted a TikTok of himself setting it on fire in a parking lot—and promptly went viral. Competitor suitcase brand Away jumped into action, first commenting on the video: “We’ve been summoned.” But then, they made their new partnership official, appointing Summit as their “Chief Destruction Officer” and making him the face of the campaign launching their biggest new line since 2020. In the first spot, Summit sets fire to an Away suitcase, which, of course, emerges unscathed. According to Away, “While speed is important in responding to a cultural conversation, we wanted to create something meaningful and find multiple ways of bringing our worlds together.” And according to YPulse, hiring influencers as thought leaders is a way for brands to stand out in a post-social world. (ADWEEK, Campaign)
👀 Read more from YPulse: Post-Social Playbook trend report
