Yuko Higuchi – The Puzzle
- Brand
- Gucci
- Year
- 2020
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Adoratorio Studio
Objective
Gucci wanted to introduce its Children's Cruise 2020 capsule — illustrated by Tokyo artist Yuko Higuchi — to kids and parents through play rather than a straight product showcase. The launch landed in April 2020, when families were stuck at home, so the brand paired it with free downloadable activities to hold their attention during that stretch.
Solution
Players land on a dedicated site where a loading animation gives way to a jigsaw puzzle built entirely from Higuchi's illustrations for the capsule — antropomorphic animals, cats, and botanical motifs. They pick a language, then drag pieces into place right in the browser, no app install needed, working the image back together piece by piece. The same puzzle was also playable through Gucci's official LINE account and the Gucci App. Alongside it, Gucci offered a free downloadable sketchbook built from the same artwork, with coloring pages, mazes, and "find the difference" puzzles kids could work through on paper.
- 1
The player lands on Gucci's dedicated Yuko Higuchi microsite, where a loading animation sets the scene, introducing an eccentric, imaginative world built around the artist's illustrations.
- 2
The core activity is a jigsaw-style puzzle assembled from Yuko Higuchi's artwork for Gucci's kids' collection: the player reassembles a scattered illustration back into its original image.
- 3
The same puzzle is also playable off the microsite, distributed through Gucci's official LINE account and the Gucci App, so the player can access it inside a messaging or shopping app instead of a browser.
- 4
Outside the puzzle itself, the player can download a free digital sketchbook built from the same illustrations, offering offline activities such as coloring pages, mazes, and spot-the-difference puzzles.
