Tutti Twilly
- Brand
- Hermès
- Year
- 2023
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Merci-Michel
- With
- Publicis EtNous
Objective
Hermès launched Tutti Twilly d'Hermès, the latest fragrance in the Twilly line, and wanted a digital hook that would get a younger audience engaging with the brand rather than just seeing an ad. The idea was to lift the silk ribbon tied to the bottle off the product and turn it into the thing players actually control, timed to New York Fashion Week in September 2023.
Solution
The game opens straight in the mobile browser, no install needed, dropping the player onto Madison Avenue in front of an Hermès boutique window. From there they take off running, steering the silk Twilly ribbon through a collaged New York skyline — over rooftops, under elevated train tracks, past water towers, against a bright blue sky. Along the way the player grabs as many tokens as they can; collect enough and they unlock exclusive content tied to the fragrance launch.
- 1
The player opens the game on a smartphone or tablet browser and plays instantly, with nothing to download or install.
- 2
The run begins outside the Hermès boutique on Madison Avenue in New York, which serves as the track's starting line.
- 3
The player steers Twilly, the silk ribbon tied to the fragrance bottle, guiding its fluid, free-flowing movement through a fast-paced street race.
- 4
The route runs across a stylized Manhattan built as a 2D-plus-3D photomontage, weaving over rooftops, elevated train tracks, and water towers under a blue sky.
- 5
While racing, the player collects tokens scattered along the route, aiming to gather as many as possible before the run ends.
- 6
Tokens collected during the run unlock exclusive brand content as the payoff for the player's score.
