212 Heroes: Forever Young
- Brand
- Carolina Herrera
- Year
- 2021
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Feels Like
Objective
Carolina Herrera launched '212 Heroes: Forever Young' fragrance in May 2021, packaged in a distinctive skateboard-shaped bottle, targeting a generation of consumers who defy conventions and embrace youthful energy. The campaign was fronted by a diverse cast of influencers celebrating freedom and authenticity. Beyond brand awareness, the goal was to differentiate from standard e-commerce experiences, increase time spent with the brand, and drive online sales, with a mobile game accessible via QR code on product packaging.
Solution
Developed with B-Reel, an interactive skateboarding game where players navigate New York City streets on a skateboard of their choice. Players access the experience by scanning a QR code on fragrance packaging, which transports them into a virtual skateboarding playground themed around the campaign's 'inner hero' concept. Built with WebGL and Three.js for immersive 3D graphics and smooth animations, the game combines brand storytelling with interactive gameplay mechanics. The experience was also adapted into an in-store AR activation, letting customers scan QR codes or use in-store iPads to virtually skate the streets of New York.
Results
Recognized as Awwwards Site of the Day (May 26, 2021), with an overall score of 7.69/10 (Design 7.71, Usability 7.3, Creativity 8.28, Content 7.59).
