Puma’s new 2021 season Palmeiras home and away shirt marketing campaign, called ‘Wherever It Is Green, We Live’, speaks of the strong sense of belonging and of the value of club communities that unites soccer fans.
The launch work sets out to portray the essence and passion of Palmeiras football fans: one of Brazil’s most famous teams, Sociedade Esportiva Palmeiras is based in the São Paulo district of Perdizes.
The creative reflects supporter perspectives, visions and feelings as a starting point to showcase how the club’s signature green colour represents a welcoming and safe place for those who belong to the club community – no matter who they are or where they are from.
The campaign revolves around a pair of online videos: one film promoting the new home kit and another for the away shirt.
The campaign was created by estud.io, produced by Stink Films, with artistic design and direction by Jones and YOUTH is accompanied by a soundtrack from Satellite Audi.
“Sports incite passion and, by giving fans a voice, we seek to highlight the sense of belonging and unity that they experience through the colour of their team. There is no better way to engage a community, than to be a part of it” said esudio.io Creative Director Ana Mattioni.
The production was carried out in a hybrid fashion which integrated created talents from Los Angeles, São Paulo and Curitiba and spanned an array of communication tools and platforms.
“Covid’s impact forced productions to adapt to remote filming, and this opened up possibilities for collaboration from different parts of the world. All the safety standards involved have brought a new way of producing,” added Stink Films Senior Executive Producer Renata Dumont.
A production used the ‘Bullet Time’ technique featuring 18 analog cameras with the same type of negative placed side by side.
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