Cannes Lions

FOOTBALL CLUB JERSEY

CIRCUS, Mexico City / PUMA / 2010

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Overview

Entries

Credits

Overview

Execution

Being a Puma is everything.To turn the new shirt designed by Puma, into something more than just a sports shirt (an amulet), we launched a strategy with one objective: bring back the love between Puma Club fans and the team’s new uniform.We created a campaign, which compiles all the negative comments about the new shirt design, transforming them into creative proposals.This campaign strategy, divided in 3 stages, was aimed to catch the attention of Puma Football Fans: 1: Locating high-impact elements distributed in the UNAM* installations.2: serpumaestodo.com helped us to establish dialogue between fans and 11 Puma fans who had the power to decide the future of the Puma football shirt.3: By the end of the tournament, a Puma Retro design was introduced on its most important game, showing a uniform which evoked the golden years of the club. We created an amulet!

Outcome

1 historical presales that sold out the first production of T-shirts.1 retro T-shirt that became a lucky charm.The second T-shirt sold out less than one week after its introduction.Serpumaestodo.com registered over 35,000 active participants on its website.

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