Light Blue Italian Zest by Dolce & Gabbana

Objective

Dolce & Gabbana launched a limited-edition fragrance, Light Blue Italian Zest, in April 2018, created by renowned nose Olivier Cresp. The fragrance draws inspiration from Italian summer aesthetics and the concept of Capri. The campaign aimed to create an immersive, omnichannel brand experience—combining digital engagement with retail activation—to launch the fragrance and deepen the brand's connection to Italian sensory identity.

Solution

The campaign featured an interactive game called 'Lemonata' built around the Italian concept of 'meriggiare' (seeking refuge from midday heat). The experience included an iPad-based game in retail locations and a web version (italianzestgame.dolcegabbana.com/en/) where players discovered personalized lemonade recipes. The game mechanics incorporated animation, gesture-based interactions, and sound. Players received personalized social assets and fragrance recommendations as rewards. In-store activations complemented the digital experience with branded jars and personalized straws. The design used a color palette of #2779a7 (primary blue), white, and #ECD06F (accent yellow), built with responsive design and smooth transitions.

Results

The Light Blue Italian Zest project received an Awwwards Honorable Mention in April 2018 and received 15 community votes out of 52 participants, with individual scores ranging from 6.6 to 9.7. No public performance data was disclosed on the awards page.