Hey Honey and Crocs Take Gold at the Lovies for Innovative Jacob Collier x Crocs Collaboration

Hey Honey, the award-winning creative agency, is celebrating a Gold Lovie Winner for Best Collaboration with global footwear brand Crocs and five-time Grammy Award-winning musician Jacob Collier. The collaboration generated over 27 million organic views across social media, digital, and OOH, setting a new benchmark for brand collaborations.

Yann Le Bozec, marketing VP Crocs EMEA/LATAM/India and Hey Dude International, commented, “The collaboration with Jacob Collier was a perfect alignment of creativity and brand ethos. The campaign exceeded our expectations, generating significant engagement across social media. The innovative approach to launch with a music video truly brought the ‘Come As You Are’ spirit to life, and we are thrilled with the results.”

The Jacob Collier x Crocs collaboration challenged previous approaches to collaboration by merging the worlds of music and fashion with the first musical Crocs clog. The campaign, featuring Collier's signature style and Crocs' iconic spirit of self-expression, connected with audiences globally, particularly among gen Z and Millennial fashion enthusiasts and culture creators.

Céline Boubekri, director at Hey Honey, who has worked and led the partnerships with Crocs over the last three years, shared, “This Gold Lovie win is a testament to the power of truly authentic collaborations. By understanding Crocs' through our long-term partnership, their brand ethos and Jacob Collier's unique creative vision, we were able to craft a campaign that connected with audiences and generated exceptional results.”

Key Campaign Elements:

• Music Video Launch: The campaign launched with the release of Collier’s song, “WELLLL,” accompanied by a music video produced by Hey Honey and directed by Mike Harvey. The lack of explicit brand mentions in the video made the collaboration authentic and exciting.
• The “WELLLL” Challenge: To further amplify engagement, the campaign launched the "WELLLL Challenge" across Instagram, TikTok, and YouTube, encouraging fans to create their own interpretations of the song, with a chance to win a pair of the exclusive collaboration Crocs.
• Live Q&A:  Collier engaged fans on Instagram Live with an interview between him and one of his Crocs clogs, creating a memorable and organic conversation.
• Strategic Organic Social Media and OOH:  Across social media channels, the campaign saw remarkable organic coverage, reaching a wide audience organically. Billboard placements in iconic locations like Times Square and Hollywood Boulevard further amplified the campaign’s reach.

The collaboration exceeded expectations, generating over 27 million views organically on Crocs' and Collier's social media accounts, highlighting the success of the campaign's creative approach.

The success of this collaboration proves Hey Honey and Crocs’ ability to develop authentic, culturally relevant campaigns in collaboration with brand and artist. By securing a Gold Lovie Award against stiff competition from globally recognized agencies and publishers such as DEPT, Wieden+Kennedy, Media.Monks, BBC Studios, Condé Nast, and Vogue, Hey Honey has affirmed its position as a leading creative agency for brand collaborations. This achievement showcases the agency's unique ability to leverage the power of collaboration and innovation to achieve outstanding results.