Found it: Designers launch wallet with game inspired by Where’s Wally?

To launch Where’s Wallet?, a smartphone-connected wallet with an in-built homing beacon, the creators made an interactive website to remind people what it’s like to search for something missing.

Within a bustling technology expo, illustrated by Harry Bloom, players must scour the hectic scene in search of hidden items of technology, from retro Atari consoles to Oculus Rift headsets.

The challenge doesn’t end once players have found the hidden items. They must also name them in a Sporcle-like test of memory. Finding all 25 items unlocks exclusive MIJLO giveaways and players can click through to buy the wallet at any time.

For more on how brands are advertising to consumers who want to be challenged, questioned, and even annoyed, read our Frustration Marketing microtrend.