Puma Promo, Case study UNITE FOR ARGENTINA by DDB Buenos Aires

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Argentina
Agency DDB Buenos Aires
Creative Director Walter Ioli
Art Director Fernando Frontiñan, Pablo Fernández Russo, Federico Fernández
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PUMA
Product/Service: PUMA
Date of First Appearance: Jun 11 2010
Entrant Company: DDB ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.uniteporargentina.com
General Creative Director: Pablo Batlle (DDB Argentina)
General Creative Director: Hernán Jauregui (DDB Argentina)
Copy: Leandro Custo (DDB Argentina)
Art Director: Pablo Fernández Russo (DDB Argentina)
Art Director: Fernando Frontiñan (DDB Argentina)
Copy: Federico Ientilezza (DDB Argentina)
Art Director: Federico Fernandez (DDB Argentina)
Digital Director: Leticia Simon (DDB Argentina)
Integrated Comunications Director: Agustín Gosende (DDB Argentina)
Account Director: Paula Montes (DDB Argentina)
Creative Director: Walter Ioli (DDB Argentina)
Media placement: Van - Olga - 11 June 2010
Media placement: Website - Http://uniteporargentina.com/ - 11 June 2010
Media placement: Facebook - Http://www.facebook.com/?tid=1244866687673&sk=messages#!/pages/Unite-Por-Argentina/129935747026786 - 11 June 2010

Insights, Strategy & the Idea

2010 Argentina lived economic and political instability moments by differences among social sectors. The unique insurance thing was that the South Africa World Cup 2010 was approached and all the country felt that we could win it. And in a soccer country as Argentina we had to take advantage of it. The two largest sports brads of the world where all over the media with messages of confrontation. They didn’t understand the context. Puma, is a brand with a limited budget, but without limited ideas, they didn’t only want to enlarge there sales. They also wanted to give a optimistic collective message and compromised with the society: the soccer love shouldn’t create differences; it should make them go away. We seek to verify our hypothesis: "The passion that unites us, is stronger than any difference that divided us. Because at the end, we are all Argentines".

Creative Execution
We had a huge wall, a very limited budget. So we decide not making an advertising campaign. We choose to develop a social cause with the most important resources that we had: the human resources. The media chosen to get high levels of awareness and engagement was the Internet. The platform to generate empathy was the real world. Without more than a team of 5 voluntary and idealists we travel our country bringing together those towns that were enemy by geographical, political or ideological questions. We proposed to them to watch all together each game of the Argentine team. All the trip and the matches were registered in real-time through the videos, photos and blogs so everyone of the Argentine can live the histories through facebook, tweeter, youtube in the website www.uniteporargentina.com (live ad). Finally we carry out expositions in museums showing the re results we got.

Results and Effectiveness

We would be hypocrites if we only say that we enlarge considerably the sales of Puma, because that wasn’t ours main objective. With a very limited budget, but with an idea, and a lot of effort, conviction and hope, we show that a brand can be benefited promoting good values. Each game put an end to a conflict. And each conflict resolved, was a new beginning. Sadly Argentina was eliminated of the world cup in quarter finals, but after 5 match we made that 5 Argentine towns with huge ideological differences, got together again. And we believe that the union makes the force. It can maybe be little. But for us means a lot.