GBH has created a global campaign for Puma, which celebrates its 60th anniversary this week.
The west London design group, which has worked with Puma for six years as a ‘preferred supplier’, took the project on board in April, under a brief to ‘create an interesting theme’ that would promote the sports lifestyle brand’s activities around its birthday.
A number of creative routes were mooted, says GBH designer Phil Bold, before deciding on a birthday badge idea.’The birthday badge route was thought more accessible and open,’ explains Bold. ‘It’s humanising, making it more about someone’s 60th birthday, as opposed to an [intangible] company’s. It’s a play on young people wearing the “I am 60” badge and exploring their reactions to this. It’s not really the people that are 60, though, it’s the style of the clothes.’
GBH’s four-strong creative team devised a photographic style to reflect this, and commissioned photographer Ewan Spencer to capture young people’s ‘spontaneous’ responses. The idea has been extended to a series of films, to be used across www.puma.com, in which the same young people ‘recall’ decades they have never experienced.
The overall design, which includes the Puma logo, typography and a repeat pattern devised from the birthday badge, has been applied to print materials, outdoor channels and other campaign elements.