PUMA
Social Holiday
Campaign
To earn its own brand relevance, rather than trying to overtake the space that other sporting good behemoths already dominated, PUMA created a new category of social sports by launching PUMA Social. PUMA Social honors the “after-hours athlete”; the master of late-night games by championing any ‘sport’ that can be played with a drink in hand – foosball, pool, darts, bowling – and more. This is the athlete who is coming home at 5am, not leaving the house for a run. The athlete for whom swapping a phone number is a victory and, in the case of our Holiday campaign, winning a snowball fight makes their night.
As the Global Creative Lead for PUMA’s Lifestyle division, I was tasked with creating a holiday campaign that brought our Social sport concept to life with a creative holiday twist. Our group of friends are caught 'caroling', decorating, and game playing in the snow. The neon frames, product 'trophies' and 'team pictures' all play off the world of dive bar sport culture. Our 'team names' and product 'trophies' take on a fun, holiday flair.
I planned and art directed the on-location lifestyle photo shoot in Brooklyn, NY and the on-set product photo shoot in Boston, MA. This included storyboarding shoot concepts, partnering with the Product and Marketing teams on product features, creating the shot list, casting models, scouting locations, collaborating with and directing the photographer and stylists, choosing final selects, and guiding retouchers. Working cross-functionally with the global digital and retail teams, I planned for market-specific variations and tiered retail solutions and created a campaign style guide and asset toolkit. I oversaw the international territory design teams on production and monitored brand consistency and cohesiveness across all touch points worldwide. The campaign launched globally in-store and on PUMA’s e-commerce sites and partner e-commerce sites.
Result: The PUMA Social initiatives succeeded in creating a new category. As a result, PUMA saw increased sales for its Lifestyle business and massive merchandising opportunities.
