Karl Lagerfeld goes digital with new collection

Global fashion brand Karl Lagerfeld is bringing its new pixel collection to life in an online and in-store digital campaign based on Pac-Man

Having been briefed to create a digital activation that would complement the 8-bit style pixelated designs of the new clothing range, creative agency Smack created Maison Karl Lagerfeld, the brand’s first interactive digital game, which allows users to explore designs from the new Pixel Collection as they race to collect Karl Koins and save Karl Lagerfeld’s beloved cat, from her various canine enemies.

Putting the brand at the centre of the action, the new web game offers players the chance to enter into a weekly prize draw, with lucky winners enjoying a shopping spree at one of more than 20 Karl Lagerfeld stores in the UK and Europe, which will each be offering the prize.

Smack's Parisian-chic design style ensures the Maison Karl Lagerfeld game pays homage to the brands headquarters at 21 Rue Saint Guillaume, with the shape of the game’s maze being a nod to the architecture of the building and the sign, fence and plants artfully placed to reflect the ambience of its surroundings.

Bringing the campaign together across multiple owned channels, Smack has also created exclusive animations and promotional videos for the Karl Lagerfeld Facebook and Instagram page, as well as for the company’s newsletter and in store promotions.