ABOUT

Challenge.
The KARL LAGERFELD team approached us to create a digital and in store campaign to support the exciting launch of the Pixel Capsule Collection to help engage the audience and be a tool for data acquisition. The fashion brand tasked SMACK with creating a playful, yet elevated branded multi touchpoint experience with in-store and online data acquisition. It was important to the KARL LAGERFELD team that the marketing campaign showcase the playful and creative essence of the brand and its embrace of digital innovation.


Solution.
SMACK came back to the KARL LAGERFELD team with an array of ideas. The one that stuck was a KARL LAGERFELD twist of the arcade 8-bit game Pac-Man. We created a KARL LAGERFELD’s first ever game – a progressive HTML5 web game to work across desktop, tablet and mobile devices, full of fun animation and complimentary sound design. The main character – Karl Lagerfeld’s beloved cat Choupette – needs to collect as many bonus items as she can while dodging her enemies. By also collecting KARL Coins, Choupette gets to power up, which gives her the ability to move faster.

By entering their details, all players will be eligible to enter a prize draw. Users can share their score to challenge their friends or encourage them to explore the Pixel collection. The game has been designed to compliment the theme of the campaign, but also engage and keep users returning to play and challenge their friends.


Creative illustration and animation.
The aesthetic from the style of the Pixel collection and the retro 8 bit style of Pac-Man, but with a twist of Parisian chic, is what we led with. A simple colour palette has been utilised, with the pixel characters and objects having fun animations and sound to create a full arcade gaming experience. Homage has been paid to Rue Saint Guillaume through the shape of the maze to represent the building; the sign, fence and plants in the game resemble the ambience around it. Keeping the KARL LAGERFELD brand in mind, animation that is fun and an experience that is playful are incorporated throughout the game.


Bringing users to a seamless multi-platform experience.
KARL LAGERFELD Pixel QR codes will be placed in-store and on product tags for users to access the game. Users will also be able to access the game straight from social channels, inside stores and from karl's website. SMACK has worked with KARL LAGERFELD to help make creative assets to promote the game for organic and paid media on social platforms. These assets also include newsletter graphics and in store animations. A seamless, multi-platform experience has been created for users to get involved in the campaign, no matter what device they are on, whether they are playing in-store or online.