On the day of the launch, passersby’s came across a larger than life paint can. Footprints led them from the paint can to a giant canvas. Participants put on Mostros, dipped their feet in paint and expressed their soles on the canvas. After ten hours and thousands of soles, PUMA had their new Billboard. In addition to the event and the resulting billboard, an online and in-store video showcased the creation of the artwork. And shoes from the day were displayed in-store, creating a cohesive campaign from start to finish. To help connect the campaign together, we ensured that the event, billboard and retail store were all in close proximity together and ideally located where our customers live and hang out. This allowed our participants to see the billboard execution they helped create, visit the store and see the video documentary of the event with the shoes they used.

After ten hours and thousands of soles, PUMA had their new billboard. Proud participants posted photos and tweeted about the event online. An online and in-store video showcased the creation of the billboard. Advertising has always been made for consumers, but for once consumers actually got to make the advertising.