my role: concept & pitch ideas.
To be honest, the only thing that I like about football is the blockecore outfit. So, special thanks to Diego, Edu and DUDE London’s team for their patience with this project.
PUMA needed a launch campaign for the Manchester City kits. The campaign would be disruptive, and to be focused on music, gaming, art & fashion. Anything else? Billboards on the moon maybe?
To create the concept, we start to think about the past and the present of Manchester City. Because it’s made of both. The past is the foundation, but the present builds on that past, it honours what came before, and makes it something that will Live Forever *a nice reference for all those Oasis fans out there*.
This is the concept: WHAT WE ARE MADE OF MAKES US LIVE FOREVER
This concept and many of the ideas that came from it helped us win the pitch. Although what you see in this case video is what’s commonly known as a 'Frankenstein' of all the proposals we presented. That said, the experiment worked—this campaign won a SILVER CLIO. I was involved until the pitch phase; after that, the agency worked with the client to develop the final idea.
Agency: DUDE LONDON
Creative freelance team: Diego Andrés / Edu de Benito.