Story
Puma wanted to create an event for people who loved staying fit, enjoyed the challenge of exercise but are not necessarily elite runners.
Challenge
Runners often train alone. Puma wanted to create a social experience that brought people together in a fun, fitness-inspired way. The event was designed to differentiate from other fun-runs while aligning with Puma’s brand positioning of 'joy.'
Outcome
Taking place on Valentine's weekend, the Puma Love Run aimed to capture the attention of people who liked to stay healthy and get involved in things. Working with illustrator Rik Lee, we developed a series of illustrations that captured the spirit of the event, supported by a comprehensive marketing campaign that included viral content, online promotion, stickers, microsite, E-Comms, in-store point of sale, radio ads and street press.
Client
Category
Puma
Event Branding
My Role
Brand Project Manager
Internal team
ECD
Art Director
Copywriter
Photographer
Retoucher
Designer
Illustrator
Project Manager
My Contribution
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