The Naughty Christmas
- Brand
- JP Gaultier
- Year
- 2012
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- CRCR
- With
- Fighting Fish
- With
- Isobar France
Objective
Jean Paul Gaultier wanted to hold its audience's attention through the run-up to Christmas, the brand's busiest retail season, on its own site rather than ceding that attention to other channels. An advent calendar let the house translate its trademark provocative humor into a daily digital ritual, giving people a reason to return for six weeks and to spread the campaign through social sharing. Tying real perfume and accessory prizes to the game linked the fun directly to the product line.
Solution
Landing on jeanpaulgaultier.com/xmas, players meet a cartoon Santa drawn in Gaultier's own likeness; he opens his coat to reveal 24 pockets standing in for the calendar's usual doors. Clicking a pocket triggers either a short animation or a quick, cheekily titled mini-game — among them «Shake ta boule» (Shake Your Bauble) — each one twisting a classic Christmas image into something naughtier, from flirtatious reindeer to kissing elves. Players can open up to three pockets a day, and sharing the campaign on Facebook or Twitter unlocks three more tries. Winners collect real prizes — Jean Paul Gaultier perfume, plush toys, and branded accessories — pulling them back to open more pockets as the countdown to Christmas continues.
- 1
The player lands on the Jean Paul Gaultier campaign page and finds a cartoon Santa drawn in Gaultier's own likeness, wearing a large coat.
- 2
Santa opens his coat to reveal the inside lined as an advent calendar: 24 pockets, one per date.
- 3
The player clicks a pocket to reveal a short animation or a pun-titled mini-game, with three pockets available to open per day.
- 4
Sharing the campaign on Facebook or Twitter unlocks three additional pocket-openings for that day.
- 5
The mini-games behind the pockets riff on a naughty Christmas theme: shaking a snow-globe ornament, stripping a roast turkey, spritzing a reindeer with perfume, guiding two elves eating a Yule log from opposite ends until they kiss, and thumping a group of off-key caroling elves.
- 6
Other pockets hold gag animations instead of games, such as the three wise men playing rugby and fumbling the ball.
- 7
Across attempts, players can win real prizes: Jean Paul Gaultier perfume bottles and sets, plush toys, accessories, and branded goodies.
- 8
Players return daily to open new pockets over the campaign's run, from November 19 to December 31, 2012.
