New York and Stockholm – Payments service Klarna wants people emerging from lockdown to leave behind their wardrobe of sweatpants and hoodies, partnering with sartorially slick musician A$AP Rocky to inspire fashion exploration.
Its multimedia campaign includes a short film starring A$AP Rocky – recently announced as a shareholder of the company – returning to the streets of New York after its longest lockdown. Emerging from home in an old dressing gown, passers-by tease him about his tired threads, before A$AP Rocky clicks the Klarna app to find a sharp new outfit.
With a sign off to ‘Drop your lockdown look’ and ‘Get smooth again’, the campaign promotes Klarna’s role in facilitating frictionless shopping and payments. David Sandström, chief marketing officer at Klarna, says: ‘A$AP Rocky’s innovative mindset and his impeccable sense of style and creativity paired with Klarna's shopping services is the perfect match that will lead us all out of fashion hibernation and encourage everyone to get out and express themselves again.’
As we explore in our Outside Insiders trend, businesses are beginning to embrace such external influence to connect with audiences in new ways. Discover this insight in Elastic Brands.