> ## Content Index
> Fetch the complete content index at: https://www.protein.xyz/llms.txt
> Use this file to discover other available public pages before exploring further.

# Taken by Surprise
- URL: https://www.protein.xyz/taken-by-surprise/
- Published: 2012-06-18T16:27:38.000Z
- Updated: 2025-05-28T11:02:25.000Z
- Description: A new book highlights the most innovative in brand communication campaigns.
- Author: Protein
- Tags: Seeds, Art & Design, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/0bca85b0-3d63-4cc8-94dd-b2e9e2ca1d24.jpeg)

In an age where we are constantly bombarded with information, its hard for traditional advertising campaigns to stand out. Increasingly, it seems that brands are employing unique and innovative methods to engage their consumers and shine out from their competitors. A new book from [Gestalten](http://www.gestalten.com/?ref=protein.xyz), [Taken by Surprise](http://shop.gestalten.com/index.php/catalog/product/view/id/4823?ref=protein.xyz), explores these new forms of brand communication and highlights the best cutting edge collaborations between designers, artists and brands.

The book is divided into four sections - Joint Forces, Performance, Sublime States and Adventures. Joint Forces explores key examples of creative collaborations which have been effective at targeting particular groups of consumers, including collaborations between [Issey Miyake and Dyson](http://www.isseymiyake.dyson.com/?ref=protein.xyz), [Sagmeister and Levi's](http://www.sagmeister.com/node/202?ref=protein.xyz), [Terry Richardson and Colette](http://www.colette.fr/?ref=protein.xyz#/page/5827/terry-richardson/) and [Tom Dixon for Veuve Cliqu](http://www.tomdixon.net/partners/veuve-clicquot?ref=protein.xyz)ot. The Performance section features examples of, 'shows of seduction and strategy' while the Sublime States chapter focuses on bespoke items and premium editions. Finally, the Performance chapter shows how brands engage with consumers through experiential events, creating adventures and experiences that connect consumers to their products. Along with a huge selection of marketing examples, the book provides in-depth portraits of trailblazers such as [Bompas & Parr](http://www.jellymongers.co.uk/?ref=protein.xyz), [Krink](http://krink.com/?ref=protein.xyz) and [Maison Martin Margiela](http://www.maisonmartinmargiela.com/?ref=protein.xyz) who provide insight into the strategy involved in their creation.

Taken By Surprise is a useful compendium of the best and most innovative case studies in brand communication that have come out of the last few years. All in all it illustrates how, "target audiences become brand ambassadors, customers become collaborators, and consumption becomes an experience." Check it out [here](http://www.gestalten.com/news/new-release-taken-surprise?ref=protein.xyz)!

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/3bc898f3-8b84-4d1a-8c90-d351421c2507.jpg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/f143790e-9a48-4ebb-a5de-38c0cfdf658c.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/42360d7c-4923-4c3b-bf27-15f1d4284e3b.gif)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/e82d67fe-863f-4444-a312-4a186e6c0f9c.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3986/3263bb2d-571a-44ce-8eb6-ff2019a0f549.jpeg)