Ades Max (Advergame)
- Brand
- Ades
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Installation
- Agency
- Giovanni Vicencini
Objective
Ades wanted to turn a supermarket end-cap into something shoppers would actually stop for, giving Unilever's soy-drink brand and its mascot Max a few minutes of attention instead of a glance on the shelf. Tying the run to the Ades pack itself made the product part of the reward, not just the branding around it.
Solution
A shopper steps up to a screen with a Kinect sensor mounted beside it — no controller, the body is the controller. After picking a character from Max's world and reading a quick on-screen how-to, the run starts: the character sprints forward on its own while the player leans and shifts their body to dodge obstacles and swerve into passing packs of Ades, each one adding to the score. Hitting an obstacle ends the run and brings up a results screen with the final tally, then the next person in line steps up to try. Because it's played standing in the aisle, in full view of other shoppers, each run doubles as a small spectacle that pulls a crowd around the stand.
- 1
The game runs on a promotional Ades kiosk at the point of sale: a large screen paired with a Kinect sensor faces an open floor space, and players control the game with body movement instead of a controller.
- 2
An idle attract loop displays the Ades logo and the character Max, inviting shoppers to step up and play.
- 3
A how-to-play screen explains the goal in brief: run forward, dodge obstacles, and collect Ades packs, along with the body gestures that perform each action in front of the sensor.
- 4
The player picks which of several Max characters to run as before the race begins.
- 5
The core loop is an endless-runner race: the chosen character advances automatically along the track while the player leans and gestures to steer it, swerving to dodge obstacles and to pick up Ades packs, which add to the score.
- 6
Because play requires standing and moving in full view of the screen, sessions double as a public spectacle, drawing bystanders to watch the player perform the movements.
- 7
A collision with an obstacle ends the run and shows a results screen with the attempt's outcome, clearing the space for the next player.
