Global Holidays Campaign creative toolkit for Puma US. While the time of year is important globally within retail, it isn’t celebrated universally. Geography and cultural traditions vary hugely so a broad approach that could be tailored to each territory. The idea revolved coming together for the holidays. The campaign ran in-store and online. 

Context
Commissioned by Puma US and Neighbour, we were briefed to create a global campaign to promote key events on the retail calendar. Four briefs in one, the creative had to be adaptable to work across the Holidays season, Generic Sale, Black Friday and Cyber Monday. Simplicity and immediacy required, the modular system we designed uses iconography and colour changes to clearly identity each campaign to a global audience in. We created a full toolkit of assets for the internal teams to work with across all consumer touch-points.

With Puma’s biggest retail season fast approaching, we were asked to create a global campaign to run across all consumer touch-points; from the high street to ecommerce and social media. Being a global campaign, the brief presented us with some challenges; the creative needed to translate to a worldwide audience, be completely flexible, or complicated messaging that communicated to 16-24 year olds that have a filter for inauthentic brands.

The idea
We created a modular concept around the theme of ‘gifting’ using a series of icons, so that each territory could tailor the creative to adapt to their geographical location or cultural traditions. A stripped back palette of metallics was used to allow it to shine, and a series of short copy lines were written. We worked with neighbour_design to deliver the production side of the campaign, with a full toolkit of assets being finally delivered for global use.