PumaPulse
Curated By ZenithOptimedia, The ROI Agency
Find out more at http://puma-pulse.blogspot.com
Puma's "After Hours Athlete," a poignant, moody spot featuring night owls in the throes of evening fun and created out of Droga 5, New York, earned the Film Craft Grand Prix at the Cannes Lions International Festival of Creativity. The film jury crowned the winner not for one particular aspect of its production, but for the sum of its expertly executed parts.
What it is: The commercial, directed by Smuggler's Ringan Ledwidge, celebrates a new kind of athlete and features vignettes of young people experiencing the thrill of victory and agony of defeat of "after-hours" sports, from bowling and foosball to pool and karaoke. The spot, devoid of the typical jukebox track that would accompany such activities, features instead an uplifting, symphonic score created by Woodwork Music's Phil Kay, with voice-over by Urge Overkill vocalist/guitarist Nash Kato, that together give a nostalgic tinge to each scene. The commercial also features photography by Ben Seresin, editing by Spotwelders' Rich Orrick, sound design by Elias Arts and postproduction out of The Mill.
Why it won: Jury President Keith Rose explained: "It's effortlessly done yet carries a lot of impact and emotion. It wasn't one particular craft. It was made up of a flawless number of parts that became a total. It wasn't run by maybe one big technique that became the overall winner. This was incredible casting, great lighting, great editing, great soundtrack, really good voice-over. The sum of the parts became the total. It's just the ultimate filmmaking craft done at its simplest best."
Controversy, or clear winner? Mr. Rose said the decision to award Puma was unanimous.
Other standouts: Other Gold Lion winners were Nike's "Write the Future" from Wieden & Kennedy, Amsterdam, directed by Alejandro Gonzalez Innarritu and produced out of Independent Films, London, and Anonymous Content; Heineken's "The Entrance," directed by Sonny London's Fredrik Bond, also from Wieden, Amsterdam; Chrysler's "Born of Fire" Super Bowl spot, by Wieden, Portland, Ore., directed by Serial Pictures' Sam Bayer; Drill Tokyo's "Xylophone" for NTT Docomo, directed by Seiichi Ishikawa and produced out of Engine Plus/Drawing and Manual Tokyo; Loducca Sao Paulo's "Balloon" spot for MTV, directed by Duldicio Caldeira out of Paranoid Brazil; "Above Everything Else" for Silestone, a direct-client piece created by Alex Roman, Madrid; and "Train," an Indian Railways corporate film created out of Ogilvy Mumbai and directed by Prakash Varma of Nirvana Films.
Total Lions: 12 Gold Lions went to the above eight spots; 17 Silver and 24 Bronze were also awarded.
The jury: Mr. Rose, director and founding partner of South Africa's Velocity Films, led a 10-person jury made up of a mix of production and creative executives, including Landia director Andy Fogwill, of Argentina; Indian director Prasoon Pandey of Corcoise Films; Naoki Ito, co-founder and creative director of Tokyo and New York agency Party; and Brian Carmody, co-founder and managing partner of Smuggler, whose company produced the Grand Prix winner (Carmody did not participate in the vote for the award).
Trends observed: Gone are the days of blatant big production value. "I think there is postproduction value evident in all the work, it's just not as obviously in your face as it was before," Mr. Rose said. "It's kind of buried and hidden. And production values seem to have gone into the craft of the filmmaking. One particular spot, [for] Chrysler, launched during the Super Bowl, was very devoid of any kind of postproduction, and again, it's the ultimate craftsman's piece." Mr. Rose also noted that the "biggest change is that the 30-second format seems to be dead and gone." Shorter spots were scarce, while the jury saw an abundance of longer pieces, some even lasting 30 to 40 minutes.
source:
http://adage.com/article/special-report-cannes/cannes-film-craft-grand-prix-puma-s-hours-athlete/228430/
PumaPulse
Curated By ZenithOptimedia, The ROI Agency
Find out more at http://puma-pulse.blogspot.com
PUMA’s Clever Little Bag: the groundbreaking, sustainable footwear packaging will be showcased at the EPIC Sustainable Living Expo in Dubai - the first ever Middle East exhibition on sustainability. PUMA will also be showcasing their Clever Little Shopper and Clever Little Packaging - two new sustainable packaging options that are currently in development.
Clever Little Bag
The Clever Little Bag is the culmination of a partnership between PUMA and design luminary Yves Béhar of fuseproject, with the goal of creating a sustainable packaging and distribution system that would significantly reduce the amount of waste and CO2 emissions generated. PUMA’s new packaging system saves more than 65% of paper and 60% water, energy and fuel consumption annually.
More specifically, the Clever Little Bag uses less packaging, fewer raw materials and less water and energy in production than traditional shoeboxes. Thanks to a reduction in weight, energy use is also decreased during shipping. Annually, this translates into a reduction of 8,500 tons of paper used, 20 million megajoules of electricity saved, a reduction of 1 million litres of fuel and a savings of 1 million litres of water.
Clever Little Packaging
PUMA is developing sustainable apparel bags in the form of the Clever Little Packaging. By simply folding the shirt inside the bag one more time, PUMA have reduced the packaging size and thus savings on CO2 emissions, and by swapping the apparel bag material to 100% biodegradable cornstarch (dissolvable in warm water) they have also reduced the amount of plastic they use by 720 tons a year.
PUMA’s Clever Little Shopper
Hot on the heels of Clever Little Bag comes Clever Little Shopper, PUMA’s new carrier bag. At first glance, it looks the same but it's made from a new material—100% cornstarch. That means it's 100% biodegradable so it will completely decompose within a three month period. Not only will this save 192 tons of plastic and 293 tons of paper every year but it will mean that PUMA’s bags won't live in a landfill for the next 100 years.
EPIC Dubai - the first ever Middle East exhibition on sustainability will bring together thousands of savvy shoppers to experience eco-friendly products and services covering different categories, including Fashion & Accessories, Food & Beverage, Leisure & Travel, Home & Garden, Health & Beauty, Business & Technology, Transportation, and Government. The EPIC Expo programme includes activities for the entire family and will feature EPIC Talks, EPIC Sights, EPIC Sounds, EPIC Eco-Fashion Shows, EPIC Live Cooking and EPIC Kids.
PUMA believes that by staying true to their core values; that of inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing their best to be Fair, Honest, Positive, and Creative, they will keep on making the products their customers love, and at the same time bring that vision of a better world a little closer every day.
Watch the AMAZING video here: http://www.youtube.com/watch?v=bpEH6wQ7K8Q.
Source: http://www.albawaba.com/puma%E2%80%99s-clever-little-bag-epic-dubai-379101
PumaPulse
Curated By ZenithOptimedia, The ROI Agency
Find out more at http://puma-pulse.blogspot.com
Reebok has launched Pirates of the Caribbean apparel range this summer across all age groups. The new collection has fashionable motifs of skulls, treasure, mystery and the leading character, Jack Sparrow. This collection is available at all Reebok Flagship and Arena stores across India. The men’s collection includes polos, hoodies, tees and shorts. The women’s collection has capris, tees and pants in vivid colors like pink, blue and white. Reebok has collaborated with Disney for this range. The Pirates of the Caribbean is a successful film franchise.
Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo. Reebok India has a pan-India presence and is the market leader with 1,000 exclusive franchise stores. It may be noted that In January 2006, Adidas had acquired Reebok for $3.8 billion.
source: http://www.fashionunited.in/news/apparel/pirates-of-the-caribbean-from-reebok-070620112106
PumaPulse
Curated By ZenithOptimedia, The ROI Agency
Find out more at http://puma-pulse.blogspot.com
Hong Kong - Chinese sports brand Li Ning has remained coy over details of what appears to be the departure of three senior executives from its marketing and e-commerce teams.
A Li Ning spokeswoman said the three were chief operating officer Guo Jian-Xin, chief marketing officer Fang Shih-Wei and e-commerce manager Lin Li.
In a statement Li Ning said that the departure constitutes normal changes to the group's management staff.
"All the strategies and operations that the group is carrying out will not be affected by the departure of individual employees," the statement said.
However this did little to ease the concern of investors, with its shares falling 9% in Hong Kong since the announcement.
Last year in an attempt to revitalise the brand, Li Ning adopted new logo and slogan to take its products up market and present itself as not another cheap manufacturer.
In the past the company has signed partnerships with NBA stars such as Evan Turner and Shaquille O'Neal in order to draw attention from the international market.
source: http://www.marketing-interactive.com/news/26550
PumaPulse
Curated By ZenithOptimedia, The ROI Agency
Find out more at http://puma-pulse.blogspot.com
The campaign is in addition to its new global integrated Adidas ClimaCool campaign.
Adidas has created the new app in collaboration with iButterfly, which provides location-based information. According to an Adidas spokesperson, they are one of four advertisers and the first sports brand to work with them.
Following the butterflies' allocation across town through an interactive map, iPhone users can turn their phones into a portable net and 'catch' different butterflies through augmented reality (AR), motion sensor and GPS technologies. Special edition butterflies will appear at specified times and locations in the city.
Adidas and iButterfly will launch nine different coloured butterflies inspired by the Adidas ClimaCool collection, including one special edition and one limited edition.
Consumers can enjoy various cash and discount coupons according to the number of different coloured butterflies they ‘catch’.
From 17 May, iPhone users can download the iButterfly app from iButterfly.hk.
The app is supported by a 15-second TV commercial starring renowned football star David Beckham. The TVC was broadcast in Hong Kong on TVB Jade and J2 in late April.
The advertising campaign will also feature on billboards across busy shopping districts Mongkok, Admiralty and Mongkok MTR stations, Cross Harbour Tunnel’s Kowloon side exit and bus bodies. Additional ads will run in print and online.
Video: http://bcove.me/pd9pqmzi
Source: http://en.campaignchina.com/Video/256395,adidas-debuts-ibutterfly-smartphone-app-in-hong-kong.aspx?eid=22&edate=20110505&utm_source=20110505&utm_medium=newsletter&utm_campaign=daily_newsletter
