Puma | Bright and Colourful Future | China

The new campaign named 'Bright and Colourful Future’ features popular Taiwan-based band Da Mouth (aka the 'Asian Black Eyed Peas’). Christoph Peter-Isenbuerger, head of marketing for Puma Asia-Pacific, said the multinational band members are the “perfect partner to translate Puma’s DNA through distinctive and fresh imagery”.

The campaign will launch in Taiwan and spread across China, Singapore and Malaysia after Chinese New Year in February. The Hong Kong market will get its share of fun in March. In addition, Da Mouth will be visiting selected countries and hosting mini concerts.

The Chinese microsite has already launched with its English version following next month. The site includes videos, wallpaper downloads and event details along with a karaoke contest allowing visitors to record their own singing and remix music videos.

The English site DaFinalFrame.com asks fans to complete the last frame in a comic strip contest. The winner will receive cash and voucher prizes along with his or her design printed on the stores’ shopping carriers.

Puma aims to recruit a young audience through mobile, social media, print, outdoor and cinema ads.

This is the second time Puma uses regional artists in a campaign aimed at all markets. The first instance was for the 'Joyful Winter’ campaign to promote their winter and autum clothing range across Asia.




Credits:
Project Bright and Colourful Future
Client Puma Asia-Pacific
Media agency ZenithOptimedia
Communications planning director Gary Wise
Exposure Television, print, outdoor, online