Dr. Martens Unlaced
Open the game- Brand
- Dr. Martens
- Year
- 2020
- Objective
- Brand image
- Industry
- Fashion
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Brewster Studio
Objective
Dr. Martens marked its 60th anniversary with an interactive web experience designed to engage audiences and celebrate the brand's heritage across six decades. The campaign aimed to test fans' brand knowledge while entertaining them through a playful digital experience, combining storytelling with interactive gameplay.
Solution
Dr. Martens Unlaced is a point-and-click adventure game where players hunt for 60 hidden clues scattered throughout the interactive site, then answer a randomized quiz with three difficulty levels based on the discovered clues. The experience features parallax animation effects, CSS 3D depth effects, and integrates a Mixcloud playlist for ambiance. Players who found all 60 clues and passed the quiz entered a drawing for Dr. Martens merchandise prizes. Created in partnership with Parisian artists Førtifem and design studio Brewster Studio, the site was built with jQuery, GreenSock animation library, Adobe Edge Animate, and custom JavaScript.
Results
Not published.
