PUMA CREATIVE FACTORY 3 - LOVE THY PLANET by Foxp2 Cape Town for Puma

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PUMA CREATIVE FACTORY 3 - LOVE THY PLANET

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market South Africa
Agency Foxp2 Cape Town
Executive Creative Director Justin Gomes
Creative Director Shaun Bond, Doug Larter
Art Director Roger Gordon
Copywriter Wilton Ackeer
Released May 2013

Credits & Description

Advertiser: PUMA SOUTH AFRICA
Agency: FoxP2
Category: Retail (Incl. Restaurants)
Event Manager: Alain Ferrier (The Beanstalk)
Production Manager: Candice Jacobs (Foxp2.2)
Account Manager: Caroline Fieldgate (Foxp2.2)
Creative Director: Doug Larter (Foxp2.2)
Creative Director: Shaun Bond (Foxp2.2)
Copywriter: Wilton Ackeer (Foxp2.2)
Executive Creative Director: Justin Gomes (Foxp2)
Art Director: Roger Gordon (Foxp2.2)

Implementation
We created a way for people to capture and develop their varied opinions of sustainability in a unique way that meant every person could get a hands-on understanding of how important sustainability is to our client.Once users generated content, the content created the foundation for a series of collaborative events.

Outcome
16 new Puma ambassadors actively participated in the campaign. They tweeted, updated their blogs and Facebook profiles and spread the word every way they knew how. The result was a series of smaller events that led up to one big public-facing event where hundreds of people paid a fee of R150 to engage and interact with the brand.

Relevancy
To highlight the sustainability of the initiative, people captured their opinions of sustainability using a Puma shoe box that had been transformed into a pinhole camera.They then printed their images onto specially made Puma T-shirts and bags from a Puma-sponsored community project.

Client Brief Or Objective
We were asked to showcase Puma’s passion for the environment and the sustainability of their products in a social way that is true to the brand. From plantable apparel to recycled shoes Puma has a tradition of eco invention.