Entdecke Die Würze Frankreichs

Objective

Saint Albray, a soft cheese produced in France's Pyrénées region since 1974, sought to build brand awareness and emotional connection among German consumers. The campaign aimed to introduce the Jurançon wine region—home to Saint Albray's production—and its culinary heritage as a distinctive brand story. Rather than traditional advertising, the brand partnered with Netzbewegung to create an experiential entertainment property that would engage consumers through interactive storytelling.

Solution

The campaign took the form of an interactive 3D WebGL boardgame where players accompanied Philippe, a young cheese merchant, through the Jurançon region across six progressive stages. Players encountered regional storytelling, local terroir, and culinary traditions—unlocking prize opportunities at each stage, with a travel voucher as the final reward for completing all six levels. Built with WebGL, Three.js, GSAP, CreateJS, and HTML5 technologies, the experience positioned regional discovery and brand heritage as entertainment rather than product pitch, delivered via the campaign website at die-wuerze-frankreichs.com.

Results

The campaign received Awwwards Honorable Mention recognition in September 2019, with 15 community members voting on a scale ranging from 6.2 to 9.0 across design, usability, creativity, and content categories. Business metrics were not disclosed in the award documentation.