The campaign's focus was a mobile game that pits consumers against their everyday challenges, such as going to school or beating the well-known Singapore heat.
Consumers can opt to buy in-game clothes for their avatars from the actual summer collection and stylise them to get a preview of the upcoming stylings from Everlast's lifestyle selection.
Meanwhile, users can rack up points to earn little discounts and prizes. Clothes tags were customised with redemption codes to unlock the exact same clothes within the game.
We redesigned the online catalogue and shop with the summer spirit elements to create an immersive experience.
They could style their in-game avatars in online exclusive items as well as shop for new clothes, which had their thumbnails given the pixel perfect treatment.