HARDCHORUS by Droga5 New York for Puma

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HARDCHORUS

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Viral, Direct marketing, Case study
Market United States
Agency Droga5 New York
Director Ben Gregor
Executive Creative Director Ted Royer
Art Director Petter Hernmarck
Copywriter Erik Hogfeldt
Designer Jon Donaghy
Producer Ben Mann
Digital Creative Director Mike Bodge
Editor Alaster Jordan @ The Whitehouse
Released February 2010

Awards

Cannes Lions 2010
Media - Bronze
Direct Lions Traffic & Brand Building Bronze

Credits & Description

Type of entry: Strategy
Category: Traffic & Brand Building
Advertiser: PUMA
Product/Service: LOVE = FOOTBALL
Agency: DROGA5 New York, USA
Creative Chairman: David Droga (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Associate Creative Director of Digital: Neil Heymann (Droga5)
Copywriter: Erik Hogfeldt (Droga5)
Art Director: Petter Hernmarck (Droga5)
Designer: Jon Donaghy (Droga5)
Head of Integrated Production: Sally-Ann Dale (Droga5)
Agency Producer: Dana May (Droga5)
Digital Producer: Andrew Allen (Droga5)
Production Company: (Knucklehead)
Director: Ben Gregor (Knucklehead)
Director of Photography: John Lynch (Knucklehead)
Managing Directors: Tim Katz/Matthew Brown (Knucklehead)
Producer: Ben Mann (Knucklehead)
Editor: Alaster Jordan (The Whitehouse)
Post Production: (The Mill)
Music: (Red Rhythm)
Sound: (Envy)
Digital Production Company: Usman Farman (Lolz, LLC)
Digital Creative Director: Mike Bodge (Lolz, LLC)
Describe the brief from the client:
Our target audience was existing football fans who knew Puma as a great brand but weren’t used to getting innovative content from them.
This year, match day fell on Valentine’s Day and our target - hardcore footballs fans - were deciding between football and loved ones. If something wasn’t done a lot of men were going to be in a whole lot of trouble. Our strategy was to use this as an opportunity, and allow them to show their love for both at the same time.
Creative Execution:
.According to Puma, known as a joyful sports brand by European fans, Love = football. And during Valentine’s Day, they wanted to prove their point. Some strength of the campaign comes from our insight that there were lots of football matches on the 14th of February.
Describe the creative solution to the brief/objective.
Valentine’s Day or not, we knew that true football fans would rather be watching the game. So we gathered the hardest and toughest of football fans and made them sing a wonderfully powerful, romantic song, making any girl feeling so loved, she would let her man watch the match on Valentine’s Day. On our website, guys could personalise the song and send it as a dedicated message to their better halves. We also let them broadcast their love to the world over YouTube, Facebook and Twitter. The film also aired during the games on Valentine’s Day.
People were driven to the website with send to a friend option, and it was spread via youtube and newspapers
Describe the results in as much detail as possible.
We achieved 15,000,000 views and counting across hundreds of sites. The videos were passed on as love letters over 65,000 times. The site created to host the videos racked up over 1,000,000 visitors.