Waka waka! Is there a gaming icon more universally loved than PAC-MAN? From the early ‘80s arcade vibe to the rendered neon glow of today, our joyous yellow friend has been chomping for an incredible 45 years! The embodiment of inclusivity, PAC-MAN has brought fun to billions, spreading joy to all through play. Nearly half a century on, PAC-MAN’s positive, inclusive impact is more important than ever.

PAC-MAN’s positive impact has been huge - connecting players the world over through the power of play… so the IMPACT campaign was born! Embodying PAC-MAN’s inclusive superpowers, our creative approach celebrated each era’s signature style, including the best loved aspects from retro and modern.

At a practical level, our style guide is designed for inclusivity too - rather than one-size-fits-all assets, our “kit-of-parts” approach means elements can be used to suit any specific style or need, using components including stickers and badges, icons, patterns, logos and more.

Using bespoke graphics built in house, we created a fully ownable kit infused with themes of impact and inclusion - from our logo creative, which includes the iconic colours of the Ghosts, to our modern take on PAC-MAN which includes a modern neon glow alongside a nod to heritage, with a flat yellow striking the perfect balance between eras.

Heritage is key to the 45th celebration, so our creative includes the classic 8-bit pixelated graphics alongside the fully rendered modern look and neon glow-up of Shine On. Weaving in easter eggs is our favourite nod to like-minded fans, so pixel and 3D fruits sneak in an appearance - check out those cheeky Strawberries! It’s been a joy and an honour to be a part of the PAC-MAN story - here’s to the next 45 years… waka waka!