Puma - Global Holiday campaign

With Puma’s biggest retail season fast approaching, we were asked to create a global campaign to run across all consumer touch-points; from the high street to ecommerce and social media. Being a global campaign, the brief presented us with some challenges; the creative needed to translate to a worldwide audience, be completely flexible and contain uncomplicated messaging that communicated to Generation Hustle; 16-24 year olds that have a filter for inauthentic brands. While the time of year is important globally within retail, it isn’t celebrated universally. Geography and cultural traditions vary hugely. We created a modular concept around the theme of ‘gifting’ using a series of icons, so that each territory could tailor the creative to adapt to their geographical location or cultural traditions. A stripped back palette of metallics was used to allow it to shine, and a series of short copy lines were written. We worked with Neighbour to deliver the production side of the campaign, with a full toolkit of assets being finally delivered for global use.