Have you seen Pepe?

Pepe Jeans unveiled a new global ad campaign for spring/summer 2012 which asks the question, ‘Have You Seen Pepe?’ Drawing on the brand’s London roots the campaign’s narrative provides a series of sneak peeks into Pepe’s private life around the streets of London.

For the digital campaign we proposed the user actually searching for Pepe. We develop a gameboard, focused in London and four of its most popular areas. Pepe hid lots of Pepe Jeans outfits behind the squares. The users, by choosing 3 friends on Facebook, had to find out on which one the prize was hidden. The outfits where in different squares everyday, and we used twitter to give some clues.

The experience was designed and programmed to be multiuser and on real time, so you could see at every moment where were the other players game pieces.