PUMA
KIDSUPER
PALMEIRAS
Project
Global Campaign, 100% developed in Brazil, for collaboration between the brands PUMA x KidSuper Studios, campaign carried out with the participation of athletes William Bigode , Gabriel Veron , Weverton and Renan , from the Sociedade Esportiva Palmeiras professional football team, a club also sponsored by PUMA.
Responsibilities
Campaign Strategy, Development and Production.
Year
2021
The KidSuper Studios brand, led by creative Colm Dillane, has a strong connection with Brazil and a deep interest in local football. We had already planned that the collection would be officially launched in the first quarter of 2021 in partnership with PUMA and KidSuper. We learned of Colm's desire to carry out the entire launch campaign for the next collection in Brazil, since it already had inspirations and references related to football. Considering that Colm is an admirer of Palmeiras, a team that is also sponsored by PUMA and that had just won the Copa Libertadores da América tournament.
I, together with the team, developed a campaign uniting professional athletes from the club and also brand assets, with the aim of showcasing the collection's sporting lifestyle.
However, the process was not without its challenges. The production and shooting of the campaign took place in December 2020, a period still marked by some restrictions due to the pandemic.
Campaign post on Instagram: @KidSuper
Publication Campaign video on Instagram: @KidSuper
FASHION & SPORT
We seek to demonstrate the ability of sport to influence fashion and transcend its traditional borders, to seek to merge universes where fashion always ends up present, but never in the spotlight. We use elements such as stands, lawns and benches on the field, expanding horizons and challenging conventional perceptions, translating and making notable the intervention of sport in a true way in the campaign, just like the evidence of the partnership between the Palmeiras club in the campaign, leaving genuine in such a way that the references of the collection were clear. Campaign produced during the pandemic flexibility period, however with restrictions.
LIFE STYLE
With the aim of maximizing the representation of products in relaxed environments and clearly through athletes, leaving the campaign with sport references, but in a practical way for any consumer anywhere in the world to easily understand, incorporate and materialize the ideas expressed by Colm in the collection in a relaxed environment, so full of emotion for those who follow the world of football, mixing art, sport and fashion and, at the same time, making athletes comfortable with the moment.
PROFESSIONAL ATHLETES
We count sports fashion with real athletes, bringing the athlete to an environment other than the competitive environment of the pitch, fashion has become a powerful means of expression capable of reflecting the personality of those who use it, thus leaving the campaign even Colm's inspirations were more real, the campaign featured athletes sponsored by PUMA, William Bigode, Gabriel Veron, Weverton and Renan. By bringing in athletes, the campaign is able to convey greater authenticity. Instead of portraying only professional models, we chose to tell the story of those who experience the sport every day, allowing the public to establish a deeper connection with the collection. By being portrayed in a real way and in unusual contexts.
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