WHAT IT IS?
After the challenges of the virus, the necessity of human connection has become very apparent. For this reason luxury fashion brand ‘Valentino’ has decided to host a cocktail party in their Soho store and launch a creative card game: ‘We’re Not Really Strangers’.
The game features 25 cards with questions designed to foster intimacy through a series of evocative and personal questions with Valentino’s logo. Koreen Odiney, who is the creator, launched the game in November of 2018, and it quickly gained a cult following. Each card focuses on a deep, thought-provoking question, encouraging the participants to reclaim and engage in an eye-opening, honest conversation.
WHY IT´S COOL?
‘We’re Not Really Strangers’ (WNRS) has been created to focus on connection, empowering others, social sensitivity and positivity to develop a meaningful dialogue where people feel welcome in a fun and authentic way. Through the game, people can break the ice in every situation and begin building relationships. Essentially, it is a reminder to take time to connect with another person. Humans, as social creatures, will always desire and look out for connections. A quote from its creator: “The game is intended to reflect the shared values of both brands, Valentino and WRNS: empathy, individuality, and positivity.”
The game cherishes people’s emotional intelligence in a way that is both creative and unpretentious. At the cocktail party, surrounded by Valentino’s latest collection, guests drank champagne and sipped on classic cocktails specially customized for the occasion. A tequila on the rocks becomes a “Missed Connection” and a vodka martini becomes a “Hello Stranger.”
WHY IT HAS FUTURE POTENTIAL?
During the pandemic, when so many of us were isolated, ‘We’re Not Really Strangers’ became explosively popular. The official Instagram of ‘We’re Not Really Strangers’ has grown with over 4 million followers, more than 3 million on TikTok and a text-subscription audience of more than 1.2 million people.
The business opportunity lies in using the card game at special hospitality events to bring people closer and create bonds in human relationships. ‘We’re Not Really Strangers’ uses the fundamental power of conversation to build a community in which huge brands can play their emotional intelligence part. In the last few years, we have seen the emergence of a new kind of brand culture, with an emphasis on deeper and more meaningful connections between humans. This is what makes ‘We’re Not Really Strangers’ magnificently Cool to so many people around the world.
For further information on We’re Not Really Strangers x Valentino please visit:
https://hypebeast.com/2021/1/valentino-were-not-really-strangers-card-game
8 Comments
Love this. Post-Covid, even more so: post-Covid, we have this deeply human to connect again to the full to each other. It’s a tricky field for brands to enter that deeply human field, as it must never feel like ‘branding’. But here it happens in emotionally intelligent, not intrusive ways. Thanks. Sofia!
I think the game is something that helps people dare to go into deeper conversations. I feel that with the corona crisis there is a social disconnect that we need to address and fix. Personally, because of this, sometimes I feel I don’t know how to be social anymore.
Interesting how luxury brands are slowly starting to get closer to their ‘fans’ through different creative means. Cool.
Wow, that certainly peaks my interest!
I personally like WNRS, I think collaborating with a high-end brand is a great idea. It’s simply a card, yet it’s powerful in connecting individuals.
Love this! this collaboration between a luxury brand and a card game sounds weird but in fact it really shows how brands are stepping outside the box and collaborating with other brands such as WNRS to create a deeper connection with their customers and increase engagement – Especially after this pandemic, developing dialogue and building relationship is what we all need.
Ever since the Pandemic hit, I have seen more and more of these card games coming out and I think it is great that such a luxurious brand also thought about their customers in a more deep way. These card games really help initiate conversations, especially about “difficult” topics.
Nice one! An emotional-personal ice breaker is a very smart idea to use at a branded cocktail party. It gives a warm welcome to its visitors and still helps them to going deeper through their relationships (even with strangers). Who knows it can starts new true friendships?
Anyway, I hope Valetino’s and other luxury brands keep going work on human connection from now. We’re living a very delicated moment in the world, so initiatives like this are really necessary.