PUMA wanted to make these shoes an instant best seller among the youngest, taking advantage of their casual and colorful design. We took advantage of the occasion to establish a real and organic connection between the brand and its audience. For this purpose, we designed a campaign aimed at generation Z, in which we selected a group of local artists in order they articulated a manifesto about their generation, explaining to the world what this new generation of consumers is driven for. PUMA Future Riders turned out to be a strong video manifesto with clear references to the American teen cinema, in which our protagonists carelessly move around the city with the PUMA Riders. Everything combined with a fresh mood thanks to the colorful 2D illustrations and the attitude of the charcaters: .@moonkey__, .@beapelea, .@divadeva and .@kai.landre. The launch was simultaneous in Spain and Italy, for this reason we replicate the same campaign for the Italian market with a group of equally relevant and influential local talents.
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We are an independent creative agency with an unique approach to every project we undertake. We help brands to be relevant and influential in the cultural context by delivering outstanding content to their audiences. At HELSINKI, we permanently live in the intersection between contemporary visual culture, Internet and curiosity, creating stimulating content driven to build business value and delivering relevant and strong results. We are content dealers and we operate worldwide offering creative solutions to different brief needs.