Dive
- Brand
- Gucci
- Year
- 2020
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- AQuest
Objective
Gucci used the Dive watch collaboration with Fnatic to plant its flag in esports, pairing a 100-piece limited-edition timepiece with an interactive moment built to speak to a young gaming audience on its own terms. The game gave that partnership a playable stage instead of just a product page, folding League of Legends slang and Fnatic's colors directly into the experience.
Solution
Players pick a submarine skinned in Fnatic's black-and-orange livery and drop straight into a glowing blue hole beneath the sea. From there it's a run-and-dodge arcade dive: steer through a cave of ruins, grab coins as they drift past, and swerve around obstacles that end the run on contact. The deeper the dive goes, the tighter the course gets, with retro sound effects marking every close call and every coin grabbed. A run ends when the sub hits something, dropping the player back to try again and beat their haul.
- 1
The player reaches the game either through the Gucci Arcade section of the Gucci app or via the standalone site guccidive.gucci.com.
- 2
The game opens on a setting: a dive into a blue hole, an undersea cave inspired by the underwater lore of Atlantis, in search of a hidden treasure.
- 3
On a selection screen the player picks a submarine to dive with, including a special Fnatic-branded sub in the esports organization's black-and-orange colors, matching the dial of the Gucci Dive x Fnatic watch, then starts the dive.
- 4
The core loop is an underwater runner: the player steers the submarine deeper through the cave, collecting coins for points while dodging obstacles along the route to keep the dive going.
