CHALLENGE
Gucci wanted to create a buzzworthy experience that drove footfall both in-store and online, engaging audiences in a way that felt playful, interactive, and culturally relevant.
IDEA
Inspired by location-based AR games like Pokémon Go, we imagined Gucci garments “escaping” the store and appearing across the city. Users could find, collect, and return these virtual pieces via their mobile devices, turning the surrounding environment into a living extension of the brand.
OUTCOME
The campaign gamified the retail journey, encouraging exploration, repeat engagement, and social sharing.
It reinforced Gucci’s position at the forefront of fashion, technology, and culture while creating measurable impact on both digital and physical traffic.
