As a major player in the industry, with strong values of inclusion and mutual respect, PUMA is committed to supporting parasport. As the new official partner of the French Cecifoot team, Puma demonstrates in a campaign created by its French creative agency, LaFourmi, that great soccer, celebrated and shared, is accessible to all.
« “Making a blind pass”, playing “with your eyes closed”, a whole vocabulary of blindness is used in football to value great players’ instinct, but only few recognize the talent of cecifoot players. We wanted to highlight their skills through the power of instinct that expresses all its might. » Explains Jordane Rabute, Director of Strategic Planning at LaFourmi.
« Le pouvoir de l’instinct * », created for and with visually impaired people.
A campaign based on 3 pillars: the official jersey, the film and a podcast. A package designed for and with visually impaired people, in order to immerse the public in the world of blindness and to open a world of sensations, auditory, tactile and instinctive.
It all starts for PUMA with the design of the official team jersey. A tangible and central piece of the partnership that features a tactile detail, revealing the message: «Le pouvoir de l’instinct». in Braille. This made-in-France jersey was designed by the visually impaired design duo, Two Blind Brothers, Bradford and Bryan Manning.
The film, produced by HVH, was also directed by a visually impaired artist, Adam Morse, who understood the challenges of the players and was able to express the beauty of their practice.
“It was essential for us to push the process as far and as accurately as possible. By choosing a director like Adam Morse, we were able to project ourselves into the heart of this impairment and convey the message of the power of instinct, so that the film speaks to everyone. It’s a new and very powerful experience, logistically complex but rich in meaning and dear to PUMA’s values” reveals Clément Cimarro, Creative Director at Lafourmi.
In the opening of the film, 3 PUMA Fam World Champions (Olivier Giroud, Raphaël Varane and Steve Mandanda) evoke instinctive notions as an element of success in the game: “Eyes closed”, “feel the game”… The camera then enters a field where a match is being played between the players of the French Cecifoot team, who are wearing their new jerseys. The message is clear: guided by their instinct, the players achieve technical feats that inspire admiration. To immerse the viewer in the film, the director used 8D sound, changing the perception of space. And to offer the experience to all, the film is, of course, available in audio description.
The film:
Finally, a 7-minute podcast accompanies the launch of the campaign. Using the most popular editorial format for the visually impaired, PUMA brings Olivier Giroud and 3 players from the French Cecifoot Team (Yvan Wouandji, Hakim Arezki and Frédéric Villeroux) to the table to talk about “instinct” in soccer..
With this campaign, PUMA supports the disability community and fights the prejudices surrounding the practice of Cecifoot. They confront the public with the power of instinct developed by visually impaired players. With its desire to be an active player in society, PUMA is embracing its values of inclusion, solidarity, mutual aid and self-realization.
The case:
Download all campaign assets (presse release, keyvi, film & case):
HERE 👉 https://we.tl/t-lrHOhioE0O
ABOUT PUMA
PUMA is one of the world’s leading sportswear brands, active in design, accessories and sports supplies and equipment. For 70 years, the PUMA brand has consistently pushed the boundaries of sport and culture by making products as fast as possible for the world’s fastest athletes. The brand is based on performance with inspirations from various sports fields such as Football, Basketball, Golf and Motorsport. In symbiosis with famous designers, the brand is committed to integrating the codes of sport into urban culture and fashion. The PUMA Group owns the Puma brand, Cobra Golf and Stichd. The company distributes its products in more than 120 countries, with more than 13,000 employees worldwide, based at the international headquarters in Herzogenaurach, Germany. More information is available at www.puma.com
ABOUT LAFOURMI
An independent creative French agency, dedicated to the Sports industry, LAFOURMI has adopted a unique, full-service model designed to develop brand preference, audiences and revenues for all players in the sports business (partner brands, equipment manufacturers, rights holders, event organizers and media). In 2017, LAFOURMI acquired and integrated LEROY TREMBLOT, a brand design agency dedicated to sports, specializing in the identity expression of brands or their partnership commitment. More information is available at www.lafourmi.biz
CREDENTIALS
BRAND: PUMA FRANCE
PUMA France marketing director : Thomas Lanis
PUMA Europe marketing director : Benoit Menard
Project manager : Constant Duclos
Product manager : Messilia Ourak
AGENCY: LAFOURMI
Branch management: Céline Jobert & Thibaut Cornet
Creative Director and Copywriter: Clément Cimarro
Strategic Planning Director: Jordane Rabute
Account manager: Quentin Deremble
Motion designer: Marin Pette
PRODUCTION: HVH
Producer: Boris Vassallo
AD: Topless
Director: Adam Morse
Director of photography: Bertrand Marin
Production Manager: Jim Schachmes
Post-production: HVH
Post-production manager: Damien Fernandez
Editors: Sully Robert / Nicolas Macet
Sound design & mix : Octopus Prod
