Criterion Collection: The Original Hypebeast Collection
The Criterion Collection is known for preserving and presenting the best in world cinema via high-quality special editions. However, its fanbase is fairly niche and often skews older.
To broaden its appeal to a younger generation, we’ll partner with the sneaker brand Vans. Both Vans and Criterion celebrate creative expression through the objects they make.
They also understand that their objects’ deepest value is in the stories shared through every available detail. Criterion appeals to the hypebeast instinct; let’s let the beasts know now.
Art + Copy: Todd Konrad
OOH: Hypebeast Vocabulary
To begin teasing the campaign, we launch with OOH placements juxtaposing common sneaker culture terms with Criterion products.
The idea is that these same words apply to Criterion’s products and always have; today’s hypebeasts simply weren’t aware before.
Product Collaboration: Criterion x Vans Special Editions
To help launch the collaboration, we will drop a number of special edition shoes to the community.
The silhouettes feature two of Criterion’s prominent directors, Akira Kurosawa and Wes Anderson, alongside a cult film series recently introduced to the collection, Godzilla.
Each shoebox will contain a redeem code for a 6-month complimentary subscription to The Criterion Channel and 30% off coupon code for one Criterion Blu-Ray release (excluding box sets).
Brand Partnership: Criterion Customs
To further push the relationship, we’ll offer a portal on the Vans Customs platform for people to design their own shoes using assets provided by Criterion.
People will not be able to express their own style and creativity by remixing the best of Criterion’s film iconography with Vans’ own design aesthetic.
Again, upon checkout, customers will be provided a redeemable Criterion Channel 6-month subscription code.
Influencer Outreach: Criterion Closet Picks
Another resource at Criterion’s disposal we’ll use is Vans’ various brand ambassadors to cross-promote.
The easiest way to start is hosting them in the Criterion Closet, where filmmakers, actors, writers, etc. pick and keep Criterion releases they’d like while discussing them.
This would be a great way to leverage both Criterion’s and Vans’ YouTube reach by cross-sharing the content on their respective channels.
Experiential: Criterion X House of Vans
To further push this partnership, we’ll host in-person pop-up events at main House of Vans locations and select Vans stores in key markets.
At these events, we’ll dress the locations to match a film’s production/set design and provide Criterion titles that are about to go Out Of Print (OOP), along with collab footwear.
We can also sell event-specific artwork and materials created by Vans-endorsed artists.