In the age of heightened social media, it is difficult to ground an identity for a brand on the internet. It is an art that requires sophistication, subtlety and overarching vision. This is why PUMA Cricket’s brand tone needs to be rooted in the idea of disruption. With athletes who are creating legacies of their own instead of worshiping the old ones and sporting spirit that is deeply rooted in aggression and identities that are unpredictable; the power of a brand that can mimic these distinct tones will be a truly compelling story.
This is what Puma needs to be today. Smart, Subversive and Irreverent
When you see me, you know who I am.
My brand was never the underdog. I perform best with the noise drowned out.
So, sit down and sip a hot cup of chai.
I will carry your dreams on my shoulders. Because I can. Because I am your Undergod.
Visuals and Tone:
Silhouettes of cricketers/brand ambassadors with vibrations deflecting off in different directions, signifying the cheers and boos as sound waves and the 'Undergod' is seen oblivious to what happens around him/her/them. The campaign tone will be smart, aggressive and stylish.
Puma athletes stump the odds using their finesse, and pizzazz. Stump the odds signifies the ability to get past hostile odds while putting up a show.
Subvert, Upend, Invert.
Visuals and Tone:
Highly stylistic visual treatment that features glitches as the prominent theme that drives it forward. The odds, which are constantly against the athlete are broken down by the sheer force of their talent. The tone of the campaign will be smart, irreverent and incendiary.
Play well. Play smart. Play defensive. Play offensive. Play strategic. Play until you’re busted. Play to win.
Rest. Recuperate. Repeat.
This is what everyday is. Everyday is your pursuit. Everyday you beat your past self.
Everyday you rage until you win.
Every day is zilch! Destroy Everyday.
Production Project for Social Media Posts Primary Platform: Instagram
Kommentare