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Olympic ad campaign goes masked
Puma's latest ad campaign, launched for the Olympic Games in Beijing, China, features three different creative mask designs, one for each country sponsored by Puma - Jamaica, Morocco and Sweden. The campaign uses traditional Chinese Opera masks and other iconic Chinese elements as its creative foundation.
The three top athletes in the Beijing Jian (See you in Beijing) campaign are Jamaica's Usain Bolt (the fastest man in the world, Sweden's Jenny Kallur and Morocco's Mohamed Moustaoui. Each athlete wears a personalised mask designed for them and inspired by their country's flag and team colours.
The campaign features in Chinese outdoor, print and on-line media, as well as in-store. In addition Puma is using the imagery and theme in various consumer activities. During the Olympics, consumers will also be able to design a mask of their own online at puma.com.cn.
The campaign enables Puma to fuse sport, lifestyle and fashion by taking some of the world's elite athletes and portraying their national pride through a traditional Chinese art form. By combining artistic expression with the world's elite athletic competition, the Beijing Jian campaign is intended to reinforce Puma's blend of sport and lifestyle.
