THE ART OF SEEDING: IT’S MORE THAN JUST UNBOXING 📦✨

Seeding is not just placing a gift in a box– it's about creating a brand moment that connects with real people and their audiences. The thought, the design, and the story behind it turns a delivery into an unforgettable cultural moment. 

Over recent years, seeding has grown increasingly popular. It’s become a collaboration – brands provide free products and experiences to influencers and athletes in exchange for their promotion on socials. 

Influencers and athletes are often the perfect choice for seedings as they have an authentic social media audience. Not only does it create buzz and reach untapped audiences, but it increases sales. 

In this exciting edition, we’re planting the seed for impactful cultural marketing, tapping into the creative process at act.3. We chat with graphic designer, Francisca Freitas, and product manager, Marcel Oesterlein , about how thoughtful storytelling, personalisation, and buzz worthiness transform our seeding campaigns into moments that leave an impact long after the box is opened.

Happy reading!  

SEEDING 101: STRATEGY MEETS CREATIVITY 🤝🌈

Our seeding campaigns are built on thoughtful planning and execution, ensuring each package tells a captivating story. For Marcel, who started as a Brand Activator, it’s the very thing that sparked his interest in seeding. 

 “I have always been fascinated by these high-value packages, which are not just about appreciation, but also bring direct contact with the brand,” Marcel stated. “I have always been a fan of exclusive collaborations and exclusive packaging.”

Marcel and the team mainly do seedings for adidas, but not all seedings are the same and vary by campaign. They do, however, make sure to send the latest collections to athletes or influencers specified by our partners. 

For campaigns, the process begins with a customised concept that aligns with the storytelling of the activation. High-quality design, thoughtful giveaways, and sustainable materials are central to what we do.

 “If we support a campaign with our seeding expertise, we develop a concept that is tailored to the campaign. Here we design a concept that can continue or round off the storytelling of the campaign. We position ourselves in the premium segment because only with quality can we truly convey the brand’s values. That’s why we produce locally, test materials, and always prioritise sustainability.”

One thing is for sure, colours, textures, and personal touches are just as important as the product itself.

Here are some of Marcel’s emerging seeding trends:  

➡️ Digital is key: QR codes and holograms help create bridges between the physical and digital.

➡️ Personalisation: From engraved details to custom-made packaging, personalised touches are in demand.

➡️ Sustainability: Make sure your seedings are sourced ethically and materials recyclable – it's no longer optional.

CRAFTING THE NARRATIVE – FROM BRIEF TO BOXING✏️💻 

Design is at the centre of every memorable seeding moment. Whether it’s a striking visual identity or subtle nods to the athlete or influencer's personality, we ensure our seeding packages stand out for its ability to seamlessly blend creativity with brand storytelling.

Our graphic designer, Francisca, brings all these elements to life when receiving a seeding briefing. She ensures the visual and conceptual elements are in line with the brand’s identity and campaign objectives but also speaks to the target audience. 

“The best way to approach a new seeding project is to understand and deconstruct the briefing, it's important to understand what the campaign is about, who the audience is, and in what circumstances the seeding will be used/seen,” Francisca stated. 

“I just try my best to create something that is visually captivating and, at the same time, strategically aligned with the project's objectives.”

A campaign that stood out to Francisca was that of a French influencer, who happened to be a huge fan of Wes Anderson films. Our team recognised this and made sure the seeding was delivered by a courier dressed as a character from The Grand Budapest Hotel, leaving the influencer with a cinematic experience.

“We wanted her to open the box and feel like she’d stepped into her favourite movie. That’s the power of design—it creates emotional connections,” shares Francisca. 

Creating designs for seedings doesn’t come without its challenges, though. Sometimes finding the balance between creativity and the limitations some campaigns come with can prove to be quite the struggle.  

 “To overcome this, I focus on creative problem-solving, testing different formats, and different layouts, asking questions, exchanging ideas, and doing a lot of research.”

REDEFINING SEEDING SUCCESS ✨

 A successful seeding campaign isn’t just measured by how many posts it generates – it’s about the people it inspires and the relationships it builds.

For us, the true win comes from seeing the recipient’s authentic reaction and how it sparks a wider conversation. 

“When an athlete or influencer takes the time to share their excitement, you know the campaign has done its job,” says Marcel. 

Our seeding expertise spans everything from conception to social insights and tracking. Key to the success is holistic expertise and ticking the following boxes:

✅ 📦 Strategy Trends & Insights

✅ 📦 Ideation

✅ 📦 Design

✅ 📦 Production & Execution

✅ 📦Sustainability

✅ 📦 Project Management, Warehouse & Logistics

✅ 📦 Insights & Tracking

Whether it’s a creative campaign for an influencer or a thoughtful activation for an athlete, seeding is where cultural marketing shines. It’s about more than product placement— it’s about creating those memorable experiences that connect.

What are some of the cool seedings you’ve come across? 🤔