LOVE=Futbol | Puma

I got approached by Puma and got the opportunity to be part of a team of international creatives assigned to contribute to the project’s ideation development stage and creative brand marketing strategies for the World Cup. Puma’s re-branding goal was to cement its presence and to enter a dominated market by Adidas & Nike in a unique way. The marketing strategic approach was to bring a cultural spotlight to the “Love of the Game” a.k.a. LOVE=FUTBOL.

This marketing brief led to the ‘HardChorus’ campaign where Valentine’s Day met the World Cup where fans were enabled to perform their own through YouTube. Football players and fans sing love songs as they would sing them in the stadium. This campaign doubled weekly store sales and delivered 1.8 million in Puma online.

DIGITAL