It’s magic when partners and communities find deep alignment in their values and messaging. When both the brand and the community find win win win win value (win for the brand in terms of target demo, sampling and alignment, win for the community in terms of the value they receive from the partnership (experience design, gifts, higher production value, excitement to trial the product), the internal teams in terms of deepening their connection (Aveda with their own team members through the execution of the project, Daybreaker with ours, and the collective of both), and finally the planet and ecosystem through shared environmental values, this is where magic lies. Win win win win. It’s the only way. Thank you for the magical collaboration @aveda @avedacanada @dybrkr