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Experiential Football Packaging

Agency Network: 
Published/Aired: 
January 2017
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Puma: Experiential Football Packaging
Puma: Experiential Football Packaging
Puma Direct Ad - Experiential Football Packaging
Puma Direct Ad - Experiential Football Packaging

Description

In early 2017, PUMA launched a youth football (soccer) loyalty program called PUMAPitch. To welcome their newest members, PUMA partnered with Cramer to develop exclusive packaging that doubled as an exclusive brand experience.

The young athletes were told their new cleats would arrive in "exclusive packaging." They weren't expecting sleek, padlocked, polypropylene cases.

Each case was etched with an anthem inspired by the PUMA brand promise, Forever Faster: "Calling all gamechangers, all up-and-comers, all troublemakers. We're looking for the few. The few who demand more from themselves, their gear, and the game."

Players read and re-read the anthem until they discovered a hidden challenge, a clue, and the secret to unlocking the cases. While solving the puzzle, players internalized the brand story, accessing their new cleats in a fun, relevant, and engaging brand experience.

Direct advertisement created by Cramer, United States for Puma, within the category: Fashion.

Advertising Agency: Cramer, Boston, MA, USA
Creative Director / Associative Creative Director (Copy): Mark Slater
Associative Creative Director (Design): Brad Harris
Associative Creative Director (Content): Brendan O'Brien
Head of Activations: Tim Owens
Senior Account Director: Pat Martin
Associate Account Manager: Brendan Martin
Animators: Paul Medico, Holly Thompson
Photographer: Brian Moriarty
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Highest Rated

kleenex's picture

not bad.

kleenex
Activity Score 58797
Web Designer/Developer
kleenex's picture

not bad.

kleenex
Activity Score 58797
Web Designer/Developer
halaby87's picture

normal

halaby87
Activity Score 10502
Marketing Manager |

M.Halaby

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