Gucci Conga Master

Objective

In response to pandemic-related restrictions on office gatherings in 2020, Gucci created a nostalgia-driven holiday campaign centered on a playable arcade game. The campaign aimed to celebrate the office Christmas party tradition while enabling remote engagement during a year when in-person celebrations were not possible. The game leveraged Gucci's brand heritage and digital-first approach to create a memorable interactive experience during the holiday season.

Solution

Gucci Conga Master is a web-based arcade game set in a stylized 1980s office Christmas party environment. Players control an employee character tasked with convincing colleagues to join a conga line dance throughout an explorable office. The game features classic arcade-style gameplay mechanics with progressive room unlocking as players progress. Built with HTML5, PixiJS (2D rendering), Anime.js (animation), and GLSL shaders, the experience was distributed through the Gucci App and the dedicated project website (guccicongamaster.gucci.com). AQuest collaborated with Gucci on the development and creative direction.

Results

The campaign received an Awwwards Honorable Mention award in December 2020, with community ratings ranging from 7.0 to 9.9 out of 10 across design, usability, and creativity categories.