We may live in a society; but, if you leave your Coke Zero in a fridge, someone is going to steal it. We turned this sad reality into a retro 2D level progression mobile game and an Augmented Reality scavenger hunt on college campuses.
COKE ZERO SUGAR
#TAKEATASTE
• THE BRIEF
UNIT9 partnered with AKQA to engage Coke fans with their #TakeATaste campaign on mobile. So we created a playful game that lets people go on a retro-style hunt for a taste of the precious beverage. And an Augmented Reality scavenger hunt for those who need the precious caffeine the most: college students.
• THE CLIENTS
Coca-Cola
AKQA
• MY ROLE
Creative Director
• THE EXECUTION
Hide ‘n’ Take is a mischievous mobile browser game of hide and seek. It challenges players to race to the top of the refrigerator and secure their can of Coke Zero without getting caught.
The game has three levels, each inspired by a different refrigerator shelf, with unique food-shaped obstacles for players to dodge and hide behind. We used campaign visuals illustrated by Jack Teagle to create a playful cast of animated characters.
To make the game more fun for hardcore players and top score-seekers, we randomized the obstacles on each level, changing the game design with each replay.
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• MY ROLE
I split CD responsibilities with Hannah Neil, focusing on the mobile game part of the execution, while she led the team working on the AR scavenger hunt.
I worked closely with the AKQA creative team to define the parameters of the game: type (platformer), difficulty, length of gameplay, among others. I designed the levels and introduced the idea of randomizing obstacles and other in-game objects to create a wide variety of unique levels and to make sure that the game changes with each replay.
I directed an in-house team of designers and developers to create game assets that closely follow the visual style of the wider #TakeATaste campaign. Finally, I worked with the game dev and QA testing team to fine-tune the game and find the golden spot for gameplay that's not too easy but not frustratingly difficult either.
