Puma - London 2012

  • Rob Butler

A global through-the-line campaign to run throughout the 2012 Olympics to engage the city. ‘London Can Bolt’ featured real people and locations around the city, recreating Usain Bolts iconic pose. Artist Kate Gibb was commissioned to create 20 unique prints from the results of a 2 day photoshoot. The resulting prints were then wheat-pasted all over London. An integral part of the project was translating the creative in to a retail environment. The complete store takeover included large scale ‘bolters’ on the fascia, athletic track floor vinyls, sand pits, javelins, branded hurdles, custom medals and synthetic grass. A project for Neighbour.