Post edited 2:00 am – 2010/02/04 by Jade

Project: Bright and Colourful Future
Client: Puma Asia-Pacific
Creative Director: Jason Aspes
Creative Agency: Ogilvy & Mather
Group Account director: Matthew Leem
Media Agency: ZenithOptimedia
Communications Planning Director: Gary Wise
Web Agency: Wangfan Interactive 网帆互动

Puma is promoting its 2010 Spring/Summer collection with a through-the-line campaign running across Asia.
 
The new campaign named 'Bright and Colourful Future’features popular Taiwan-based band Da Mouth (aka the 'Asian Black Eyed Peas’). Christoph Peter-Isenbuerger, head of marketing for Puma Asia-Pacific, said the multinational band members are the “perfect partner to translate Puma’s DNA through distinctive and fresh imagery”.

The campaign will launch in Taiwan and spread across China, Singapore and Malaysia after Chinese New Year in February. The Hong Kong market will get its share of fun in March. In addition, Da Mouth will be visiting selected countries and hosting mini concerts.

The Chinese microsite has already launched with its English version following next month. The site includes videos, wallpaper downloads and event details along with a karaoke contest allowing visitors to record their own singing and remix music videos.

Puma aims to recruit a young audience through mobile, social media, print, outdoor and cinema ads.

Jade: This latest Puma TVC featuring Da Mouth really brightens my eyes. It mixes sport, fashion, idol, music and dance together, all these above are just what the youth are fond of. I think Puma did a good job on attracting its target-consumer.