Hello Kitty x Crocs 2025 Global Collaboration Campaign
Neon Bloom was commissioned to lead the global creative marketing campaign for the 2025 Hello Kitty x Crocs collaboration - an exciting fusion between two iconic brands.
Neon Bloom was commissioned to lead the global creative marketing campaign for the 2025 Hello Kitty x Crocs collaboration - an exciting fusion between two iconic brands.
The collection features three distinct pairs of footwear and a Jibbitz pack, each highlighting beloved characters from the Hello Kitty world. The footwear line-up includes the Hello Kitty Bae Clog, the My Melody Classic Clog for adults and the My Melody Classic Clog for kids. The brief was to develop a digital-first campaign that delivers both static and video content with a complete suite of asset creation to be shared across globally across digital and social platforms. From a creative standpoint, we were given an open brief, allowing full freedom to develop a unique and strategically sound approach.
We structured the campaign around a Tease / Launch / Sustain model to maximise seasonal relevance and generate ongoing interest. This structure allowed us to build anticipation ahead of the launch, generate excitement during the release phase, and keep the collection top-of-mind with consumers through sustained content post-launch. Our goal was to create a campaign that not only launched a product but carries it through a full communications cycle with steady momentum.
Creative production was driven by a cross-disciplinary team, merging expertise in graphic design and CGI to craft a visually immersive and cohesive brand experience. This collaborative effort resulted in a comprehensive suite of assets, including hero imagery, digital visuals, and finalised deliverables suitable for use across a variety of platforms and territories. Every piece of content was carefully crafted to remain authentic to both Crocs and Sanrio’s brand identities.
A critical component of this campaign was the respectful and thoughtful integration of both brands’ IP and ethos. With creative feedback loops spanning two brands and three global regions, the process demanded precision, agility and a deep understanding of brand storytelling. We navigated this complexity to ensure that the final output honoured the personality and tone of both Crocs and Hello Kitty, creating a unified, culturally resonant campaign.
