PUMA

Social

Problem: Sport had become too narrow. No field or court meant you weren’t an athlete.

Solution: Tonight is Sport. The After Hours Athlete: ping pong, the dance floor, trivia night. The moon is the arena light.

How: We won the pitch. Brand films, city activations, night games and digital.

CLIENT: Puma

AGENCY: Hill Holliday

CCO: Lance Jensen

SENIOR ART DIRECTOR: Tony Frusciante

GRAPHIC DESIGNER: Tony Frusciante

STRATEGY: Thomas O’Connell

A collection of guitar effect pedals and electronic equipment set up on a pedalboard, on a red floor. Visible pedals include a green Brench Superck, pink Boss pedal, black Boss pedal, and a green pedal with multiple knobs. Wires are connecting the pedals. Part of a person's gray sneaker is visible at the top of the image, along with some power strips and tangled cords. Branding for Puma Social is visible in the top right corner. Text overlays include "Tuning In," "Going Way Out," "Jockeying For Position," and "Finding Your Way Home" with colorful backgrounds.
Collage of people engaging in various activities, a large moon image, and text discussing night sports and culture.
People taking photos in a pool at a party with a banner displaying 'PARTY CRASHING,' 'CAB-CATCHING,' 'DUSK-TIL-DAWN,' and 'TEAM-RALLYNIG' and the Puma Social logo at the top right corner.
Text overlay on a night sky background with a large image of the moon, discussing the moon's presence overhead and its symbolic significance in sports and life.
Woman in red dress and black floral jacket posing on a staircase with graffiti walls, holding a phone, with colorful text overlays about sports and social themes.
A woman in a black dress and leather jacket standing next to a black taxi with promotional graphics, including a moon graphic and the words 'TONIGHT' and 'PUMA SOCIAL' on the vehicle, at night.
Close-up of a woman with dark hair and hoop earrings smiling, holding a phone to take a selfie at a social event. In the background, other women are present, with one wearing a leopard print top. The overlay text mentions topics like digits-questing, midnight street meat, shot-calling, owning the room, and one-upsmanship, with a logo for Puma Social and a website puma.com.
Close-up of two women at a social event, with one woman displaying her fingers decorated with vibrant red nail polish and wearing multiple large rings and stacks of bracelets. The other woman wears a wide-brimmed hat and has long, dark hair. The background shows other people, indicating a lively social gathering.
A black van parked on a city street at night, decorated with a large image of the moon and the words "Tonight is Sport" along with the Puma logo and website.
A person riding a bicycle on a paved surface with a brick wall in the background. The rider is wearing a white cap with colorful stripes and black clothing, and is using a wheelchair accessible bike with a large blue wheel in the front.
Screenshot of a website with a cosmic space background featuring Earth with a Puma logo silhouette. The website has sections for different cities and articles about nightlife and events.
A detailed view of the moon against a backdrop of stars and space.
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