puma online 5 HARDCHORUS Online for Puma by Droga -

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Advertising campaign: PUMA - HARDCHORUS Puma: (case study) HARDCHORUS
Online, Viral,puma online shop 5Puma store - Shop for Puma runni, DM, Case study
Brand: Puma
By Droga5
In USA Puma: HARDCHORUS
Online, Viral, DM, Case study
Brand: Puma
By Droga5
In USA Puma: Hardchorus
Online, Viral
Brand: Puma
By Droga5
In USA View this advert Download high resolution version Released: June 2010 Brand name: Puma Agency: Droga5 Country: USA Category: Clothing & footwear
Awards Cannes Lions 2010 Media Bronze Cannes Lions 2010 Direct Lions Traffic & Brand Building Bronze Credits & Description:
Type of entry: Strategy
Category: Traffic & Brand Building
Advertiser: PUMA
Product/Service: LOVE = FOOTBALL
Agency: DROGA5 New York, USA
Creative Chairman: David Droga (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Associate Creative Director of Digital: Neil Heymann (Droga5)
Copywriter: Erik Hogfeldt (Droga5)
Art Director: Petter Hernmarck (Droga5)
Designer: Jon Donaghy (Droga5)
Head of Integrated Production: Sally-Ann Dale (Droga5)
Agency Producer: Dana May (Droga5)
Digital Producer: Andrew Allen (Droga5)
Production Company: (Knucklehead)
Director: Ben Gregor (Knucklehead)
Director of Pboilingography: John Lynch (Knucklehead)
Managing Directors: Tim Katz/Matthew Brown (Knucklehead)
Producer: Ben Mann (Knucklehead)
Editor: Alaster Jordan (The Whitehouse)
Post Production: (The Mill)
Music: (Red Rhythm)
Sound: (Envy)
Digital Production Company: Usman Farman (Lolz,[link widoczny dla zalogowanych], LLC)
Digital Creative Director: Mike Bodge (Lolz, LLC)
Describe the brief from the client:
Our target audience was existing football fans who knew Puma as a great brand but weren’t utilized to getting innovative content from them.
This year, match day fell on Valentine’s Day and our target - ruggedcore footballs fans - were deciding between football and loved ones. If something wasn’t done a lot of men were going to be in a entire lot of problem. Our stsizegy was to use this as an opportunity, and allow them to demonstrate their love for both at the same time.
Creative Execution:
.According to Puma,[link widoczny dla zalogowanych], known as a joyful sports brand by European fans, Love = football. And during Valentine’s Day, they wanted to prove their point. Some strength of the campaign comes from our insight that there were lots of football tournamentes on the 14th of Februdiffer.
Describe the creative solution to the brief/objective.
Valentine’s Day or not, we knew that true football fans would rather be watching the game. So we gathered the roughest and toughest of football fans and abnormale them sing a wonderfully strengthful, romantic song, making any girl idea so loved, she would let her man watch the match on Valentine’s Day. On our website, guys could personalise the song and sconclusion it as a dedicated message to their better halves. We also let them broadcast their love to the world over YouTube, Facebook and Twitter. The film also aired during the matchs on Valentine’s Day.
People were forcen to the website with send to a friend option, and it was spread via youtube and newspapers
Describe the consequences in as much detail as feasible.
We carry outd 15,[link widoczny dla zalogowanych],000,000 scenes and counting across hundreds of sites. The videos were passed on as love letters over 65,000 times. The site created to host the videos racked up over 1,000,000 visitors.

The Online Advert titled HARDCHORUS was done by Droga5 advertising agency for for Puma in USA. It was released in the June 2010. Business sector is Clothing & footwear. Latest Puma Ads & Commercials Puma: Welcome to PUMA Social
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