Ahead of the 2022 FIFA Men’s World Cup, sportswear brand Puma rolled out a global football platform called ‘Find Your Fearless’ which showcased the invincible spirit of the brand, its family, teams and player ambassadors and promoted a set of key World Cup related products.
Created in harness with Paris-based agency La Fourmi and launched in mid-October – around a month ahead of the 20 November Qatar 2022 kickoff – ‘Find Your Fearless’ sees Puma seek to tighten its engagement with and appeal to a younger generation of players and fans which it labels ‘Generation Fearless’.
The campaign is built around the importance of physical and mental preparation and being fearless. It is led by a hero film featuring a team of Puma player ambassadors and a group of FOTs (Football Obsessed Teens). The spot opens one morning with the youngsters (wearing Puma of course) riding a bus when one of them mentions Neymar Jr’s ‘Fearless’ state of mind during play. The term resonates amongst the group and is then brought to life as characters dare one another to become the most ‘fearless’ players possible – on and off the pitch.
The hero video, set to a grime soundtrack, features a strong line-up of Puma players: including established super stars such as Neymar Jr, Antoine Griezmann, Memphis Depay, Kingsley Coleman, Fridolina Rolfö, Sara Björk and a younger generation of emerging players like Nikita Parris, Antony, Christian Pulisic and Romeo Beckham.
According to the agency, the campaign set out to capture the audacity of the younger generation and the message isn’t just about commitment and dedication to the game, but also about overcoming challenges and fears to live a bold, independent-minded and respectful life. The work defines being fearless as being yourself, backing yourself and staying loyal to your own style, philosophy and freedom.
Fearless
— Neymar Jr (@neymarjr) October 7, 2022
The campaign also introduces the ‘Fearless Pack’ – which includes new ULTRA and FUTURE boot models – launched to leverage the tournament and worn in Qatar by a group that Puma describes as ‘some of the most fearless players in the world’: including Neymar, Coleman, Pulisic and Depay.
The campaign was developed in tandem by Puma’s marketing team and a group at agency LaFourmi, production outfit Hamlet and Directors Julien & Quentin.
The brief was developed by a team at PUMA Global which included Clément Lacour, Shanon Zuern and Abigail Rogers and the agency team that worked on the project included agency managers Thibaut Cornet and Céline Jobert, Creative Director Clément Cimarro, Copywriter Clément Cimarro, Director of Strategy Jordane Rabute, Account Director Louis Pierre-Adolphe, Account Manager Kevin Antunes, Account Executive Hadrien Stolz, TV Producer and Art Buyer Barbara Vaira and Agency Director of Communication Marion Weill-Collange.
On the production and post-production side, the group included Producers Clément Martorell and Yannis Cullaz, Directors of Production Ondine Dupont and Timothée Salze-Lozac’h, Production Coordinator Ella Guionneau, Set Designers Silke de Rycke and Johanne Carpentier, Wardrobe Manager Lisa Lapuw, Post-Producer Thomas Floch, Head of Montage Marie-Réglisse Monsimier and Étalonnage Nicolas Gauthier.
Visual effects were handled by Orage and executive production from Falca, with music composed by Quentin Garabedian and sound design by Quentin Garabedian and Antoine Cebere.
Comment
It’s the World Cup more of a platform for the game’s established super stars to prove their value and reputation or for the next generation of starlets to come of age? We will find out in November and December.
Leave a comment
You must be logged in to post a comment.