Is it fair to suggest that Puma’s Forever Faster campaign that launched in August last year was overshadowed by its own theme? Calling All Troublemakers got a lot of attention throughout the world…
…because Usain Bolt in a hot tub flanked by models in bikinis has maximum voltage magnetism. Puma gained ownership of ‘cool’ with a campaign that intended to sell ‘conquering’.
This year, Puma, is making the most of the ‘cool-ness’ it has earned. Its central topic has become, What Are You Training For?, and the brand’s sport credentials have an understudy role in the new global campaign.
Puma signed Rihanna to the brand, as global ambassador for women’s products and creative director, In December. Her first ad appeared in April. She curated 26 Puma products and is about to design her own brand for Puma, which will launch in 2016.
She is also the focus of Train for Platinum, Puma’s launch ad for Forever Faster’s AW 2015 campaign, by J.Walter Thompson London and New York.
Rihanna is a celebrity first, a fashion icon second and a fitness fan in order to gain the energy and body confidence to create the strong, fierce version of her self on which her own brand stands.
Her 30 second ad tells the story of what motivates and drives her to success. And while, truth be told, Rihanna’s body (per se) does somewhat overshadow the message, J.Walter Thompson has cleverly plonked the message (“your body tells your training story”) on that body. Images are projected onto Rihanna’s body that illustrate her journey to the top and the obstacles she had to overcome to get there.
Rihanna and Usain Bolt also feature in the OOH extension, shot by fashion photographer, Benjamin Lennox, giving Puma the best of both worlds – sport and fashion “cool”.
The campaign’s executive creative directors, Florent Imbert and Emmanuel Lalleve, commented, “With this campaign, J. Walter Thompson New York and Puma wanted to show the motivation behind people’s training and inspire others to define their own motivation. Training for Rihanna is about giving her the energy to live her life and fulfill her dreams, represented by a visual crossroads of the fashion, music and sports worlds. We’re proud of how the idea came to life and hope it pushes others to forget the excuses and delve into training to create a better, more powerful version of themselves.”
J. Walter Thompson is also launching its consumer engagement platform, Puma Pact, that provides users with the tools and motivation to train for a better tomorrow, including tips and messages from Usian Bolt and Puma’s other ambassadors and influencers.
This is where Puma is strengthening its sports cred. Puma Pact encourages people to make a public commitment to train “faster, stronger and fiercer, #NoMatterWhat.”
What Are You Training For? Is running globally on TV, OOH, and online channels, including high profile placements in New York City’s Soho neighborhood and Herald Square.
Creative credits:
Creative agency: J.Walter Thompson
30 TVC: RIHANNA (AW15)
Chief creative officer: Adam Kerj
Executive creative directors: Florent Imbert & Emmanuel Lalleve
Creative directors: John Codling & Will Bright
Head of production: Lisa Setten
Producer: Chris Klein
Production company: Eight VFX
Director: Jean-Marc Demmer
Editing: Stephane Pereira at Cutters
Music: Rihanna – Bitch Better Have My Money
Photographer (print and OOH): Benjamin Lennox
AW15: CONSUMER ENGAGEMENT PLATFORM
Executive creative directors: Frederic Bonn & Bas Korsten
Art director: Zack Roif
Copywriter: Kate Carter
