2025 marks a special anniversary for Loewe. It’s 10 years since the launch of their iconic puzzle bag, first introduced on the Paris catwalk during Loewe’s SS‘15 collection.
Over the years, Loewe has collaborated with a variety of unique artists, designers and creatives from across the world to produce limited edition bags that reflect a huge range of styles and crafts.
To mark the 10-year anniversary, Loewe released 20 exclusive re-editions, along with the introduction of a special companion, the Puzz bag charm.
Our brief was to build desire for the Puzzle range by getting people closer to each re-edition bag and its related Puzz. To tell the backstories, showcase the materials, the craft and the collaborators involved.
The heart of the experience was an immersive website showcasing all 20 re-edition bags - and their Puzz.
Users can effortlessly navigate the entire collection with a dynamic wheel, then swipe up to delve deeper into the bag’s story.
We created 20 unique animations, transitioning users from the exploration page into a dedicated editorial section for each re-edition.
Here the bag’s Puzz charms give the user a guided tour. After visiting each bag, the user adds the Puzz to their collection and is able to download exclusive mobile wallpapers - with a special reward for collecting all 20.
We created a unique personality, voice and tone of voice for each Puzz, designed to reflect the origin of the bag’s story - from a Scottish twang, to an all-American cowboy - each Puzz is unique and leveraged these characters to drive traffic to the site.
To amplify the campaign and desire for the Puzzle bag, we created a social first animation featuring a collection Puzzes, as a signpost for the experience, that lived across all of Loewe’s platforms.
In collaboration with Stink Director Dan French, joined forces with Harrod’s and shot a promo for the Loewe pop-up store, featuring real puppeted Puzzes, literally “popping up” throughout the iconic store.
The campaign extended into Loewe Casa stores, where our unique Puzz illustrations showed up with QR codes that guided shoppers to the experience.
We also integrated into Loewe’s website, taking over the logo with a sneaky Puzz animation that triggers an easter-egg into the Puzzle online store.