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.
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