MOSCHINO - The MOOschino RUNway
Gold Winner at the Transform Awards Asia 2021
Year:
2021
Timeframe:
2 months
Tools:
Procreate, Illustrator, After Effects, Photoshop
Category:
Illustration | Animation | Copywriting
Overview
The MOOschino RUNway
Bringing MOSCHINO’s Chinese New Year campaign to life through its first WeChat mini-game, using interactive storytelling to introduce the brand to a new generation of Chinese consumers.
Problem
MOSCHINO wanted to increase digital and offline engagement in Mainland China while building greater awareness of its brand DNA. The challenge was to create a localized experience that felt true to the playful, unconventional spirit of MOSCHINO while encouraging audiences to actively interact with the brand.
Solution
We created The MOOschino RUNway, a WeChat mini-game inspired by MOSCHINO’s runway shows and iconic looks. Players could customize their Ox avatar, navigate a virtual runway, and collect coins and special items by tapping to jump. The game transformed MOSCHINO’s visual language into an engaging experience while introducing players to the brand and rewarding them with prizes redeemable in MOSCHINO stores. The campaign gained international recognition and won Gold at the Transform Awards Asia 2021 for Best Localisation of an International Brand. Client: MOSCHINO Creative Director: Jacopo Pesavento Project Management: Chiara Giuliani Art Director: Chiara Giuliani, Tiffany Lau Illustrator: Evangeline Chan, Rachel Ching Developers: Fireworks (SH) Agency: Branding Records Recognition Retail in Asia - How do brands celebrate the Year of the Ox? Vogue Business - The best luxury brand campaigns for Chinese New Year Transform Awards Asia 2021 - GOLD, Best localisation of an international brand
