M-City
- Brand
- Maje
- Year
- 2021
- Objective
- Awareness
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- DVTK
Objective
Maje wanted its fifth M-Bag anniversary to feel like a moment fans could join, not just another lookbook drop. A retro arcade game turned that milestone into an entry point for the newsletter, and the promise of a bag from the anniversary capsule turned sign-ups into an advent-style habit through December.
Solution
Players open the game to a falling-blocks board where the tumbling pieces are pixel-art M-Bags and Maje motifs instead of ordinary tetrominoes — they slide and rotate the shapes to clear lines as the backdrop swaps between a Parisian café terrace by day and New York City by night. A run ends when the stack tops out, and from there the player is prompted to enter the newsletter sign-up for that day's shot at winning a bag from the M anniversary capsule. The game runs straight in the browser on desktop or mobile, in any of 11 languages, so the same session works whether the player is in Paris, Dubai, or Hong Kong.
Results
25 winners each received one bag from the M anniversary capsule, drawn daily over a December 1–25 run with a final draw on December 27, 2021.
- 1
Players open M-City to a pixel-art loading screen, then accept a cookie-consent banner before the game continues.
- 2
They pick their market and language from a list of options, which sets the interface language and links to the matching regional Maje store.
- 3
The game asks players to turn on their device's sound, then a welcome screen frames the stakes: play a round for a chance to win an M Bag, with one winner drawn by lot each day.
- 4
A controls screen explains that arrow keys move the falling blocks and a separate key rotates them; tapping start drops the player into the game field, a pixelated city rendered with a grid overlay.
- 5
The core loop is Tetris: blocks styled as pixel M Bags and other Maje motifs fall from the top, and the player moves and rotates them to complete rows, with a running score counter that starts at 0000 and climbs as rows clear.
- 6
The backdrop alternates between a daytime Paris café scene and a nighttime New York street, with decorative sparkle effects layered in; the player can pause mid-session, which displays a PAUSED message.
- 7
A session ends when the stack of blocks fills the board, bringing up a final screen that displays the player's score under the heading Try to win a M Bag.
- 8
From there, players either subscribe to the brand's newsletter through a linked contest form for a chance to win the bag, or play again, with repeat attempts allowed each day of the campaign.
- 9
The end screen also links out to the brand's online store and to the official legal rules governing the contest.
