LOEWE has partnered with Stink Studios to celebrate a decade of the brand's Puzzle handbag and launch a new character, with multiple creative executions and activations. To mark its 10-year milestone, LOEWE has re-released 19 Puzzle bags, introduced one new design and launched Puzz, a companion series of 20 collectable bag charms.
Stink Studios crafted an immersive digital experience that celebrates the bag and introduces a new character into the world, supported by a social media campaign, says LOEWE.
Stink Studios' 'Puzzle 10' digital experience features all 20 bags and their associated Puzz. The production company created the unique personality, voice and tone of voice for all 20 Puzz characters. These embody each bag's design, adds LOEWE.
Designed for mobile, the experience features an animated 3D Puzz as the mischievous guide, "narrating" in their signature babble. A dynamic wheel invites users to explore each design and its history via unique animations, guided by each bag's Puzz. An exclusive reward awaits those who collect all 20, says the company.
Social campaign
Stink Studios collaborated with Harrods on a promotional film for the LOEWE pop-up, produced by Stink and directed by Dan French, featuring puppeted Puzz charms appearing throughout the iconic store, adding a real-world dimension to the campaign, says LOEWE.
The company says the experience is extended into LOEWE Casa stores, where illustrated Puzz characters are appearing with QR codes to guide shoppers to the full online experience. And for fans exploring LOEWE's main site, an animated takeover of the LOEWE logo reveals an Easter egg animation leading straight to the Puzzle collection.
Stink Studios crafted a social-first animation featuring rendered 3D Puzz characters, adds LOEWE.
Silvia de Leon, Global Omnichannel and E-Commerce Director at LOEWE, says, "We marked the 10th Anniversary of our Puzzle bag with a vibrant and engaging digital activation. This celebration highlighted the craftsmanship and deep storytelling behind the Puzzle re-editions while introducing the charming Puzz characters, who playfully guided participants through the experience."
Cameron Temple, ECD at Stink Studios, concludes, "The story of the LOEWE Puzzle bag is one of incredible craftsmanship and exciting creative collaborations, and now, the arrival of Puzz. Our brief from the LOEWE team was to get people closer to these Puzzle re-editions and their related Puzz, as we celebrate 10 years of this instant classic."
For more information, visit www.loewe.com. You can also follow LOEWE on Facebook, X, Instagram, or on TikTok.
*Image courtesy of contributor