Cannes Lions

PUMA SPORTSWEAR

ZENITHOPTIMEDIA , London / PUMA / 2005

Awards:

2 Shortlisted Cannes Lions
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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

On TV, monkeys, ants, bees, mice and butterflies from the New Stuff campaign actually continued out of the advertisements and migrated into adjacent programming content. Butterflies flew in at random and carried trainers into relevant programmes, and buzzing noises distracted TV presenters immediately after the bees spot ran. New Stuff creatures ambled through magazine and website editorial, oversized mice crawled around the top of billboards. Beekeepers baring New Stuff adverts appeared in relevant city neighbourhoods. The media and message were integrated as one.

Outcome

No premiums were paid for implementing any of the creative migration ideas or product placement. Stores were inundated with requests for the trainers in the ads, particularly Monkey / Ants adverts. Q4 2004 footwear sales were up 25% and PUMA achieved their strongest Q4 profit margin ever of 51.9%. Clearly the move to mainstream had been successful.

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