Lips
- Brand
- Gucci
- Year
- 2020
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- AQuest
Objective
Gucci Beauty needed a launch moment for its new lipstick collection that could stand on its own beyond a banner or product page — something that carried the campaign's illustration style and retro mood into an interactive space and held a visitor's attention longer than a static ad.
Solution
The game opens straight into a pinball table drawn in the lipstick campaign's own artwork. Instead of flippers, two Gucci lipstick tubes sit at the bottom of the screen, and the player taps or clicks them to knock the ball back up the table. The goal is simply to keep the ball alive as long as possible, batting it between the tubes as it ricochets around the illustrated board with sound on. It runs straight in the browser on desktop or phone, no download or install, and each round ends once the ball finally slips past both tubes.
- 1
The player opens Gucci Lips directly at its own web address, guccilips.gucci.com, landing on a standalone pinball page with no account or app install required.
- 2
The table is illustrated in the visual language of Gucci's lipstick-collection campaign, using its color palette and a retro-arcade mood and sound.
- 3
Instead of standard flippers, two tubes of Gucci lipstick sit at the bottom of the table and serve as the paddles that strike the ball.
- 4
The player launches the ball and keeps it in play by alternately triggering the lipstick flippers — tapping or gesturing on mobile, using keys or clicks on desktop — until the ball drains.
- 5
The same pinball table also appears inside the Gucci mobile app's Arcade section, where playing it toward badges unlocks a backstory alongside other titles like Mascara Hunt, Gucci Bee, and Gucci Ace.
