Spezi
As a conceptual project for Spezi, the aim was to bridge the gap between the brand’s heritage audience and a younger generation through gamification. Spezi, once strongly associated with the arcade and analog lifestyle era, was reimagined with a playful twist: a new mascot inspired by KONAMI’s Pac-Man, called Spezi-Man.
The idea was to install arcade machines in public spaces, where players could enjoy the game by guiding Spezi-Man in his chase for Spezi bottles. Potential locations included high-traffic areas such as Wien Mitte – The Mall or an arcade zone at the Donauinselfest, creating both nostalgia and fresh engagement. To support the campaign, the concept included a fully branded tram, 12-sheet posters, city lights, and branded escalators at Stephansplatz, ensuring wide visibility in Vienna.
This concept demonstrates how gamification serves as a bridge between tradition and modern brand engagement. It shows how integrating retro-inspired storytelling with large-scale OOH formats creates nostalgic appeal while generating new relevance for younger audiences. The project also illustrates how public activations such as arcade machines generate buzz and extend brand presence beyond traditional advertising channels.
