Puma teamed up with sneaker shop Overkill to launch a new colourway of the classic Puma Cell Venom called ‘Radiant Venom’ promoted with a dramatic and cinematic story led campaign ion Germany.
The sportswear brand and the shoe retailer (which is based in Berlin’s Kreuzberg district) teamed up on a campaign fronted by a futuristic hero video set in the year 19100.
The creative narrative sees a radioactive, green poisonous sky shines over a partly ruined Berlin (even the world famous TV tower lies broken) and then sole remaining survivor collects things from the abandoned post-apocalyptic ground and brings them through a transfer capsule into her base.
That’s where she – as her own digital avatar – she supplies her host with memories from the past to keep her alive.
PUMA x OVERKILL "Radiant Venom" from Agentur XY on Vimeo.
The original version of the Puma Cell Venom came way back in 1998 and the new campaign for this latest iteration was created in harness with Agentur XY and CHUNK.
The spearhead spot, which was directed by Florian Röske, was supported by further content pieces across both Puma’s channels and Overkill’s platforms.
RADIANT VENOM by OVERKILL & PUMA
Shop link > #pumacell #radiantvenom #overkillshop pic.twitter.com/Pk4faMiXJH— OVERKILL (@overkillshop) March 28, 2019
RADIANT VENOM by OVERKILL & PUMA
Shop link > #pumacell #radiantvenom #overkillshop pic.twitter.com/Dvee55NkYX— OVERKILL (@overkillshop) March 26, 2019
“Our goal was to create a campaign that looked like no other in the sneaker scene. Something that stands out not through simple product staging, but more through an unseen story and sick visuals,” explained Overkill head of marketing Jens Burmester.
“Sneakerfans all around the world hunger for exclusive collabos like this one. The limited editions are sold out in a few minutes only” said Michael Kittel, Creative Director of Agentur XY.
“Our job was to develop a teaser, whetting appetite for the sneaker in its new colourway. Therefor we created a story around the name “Radiant Venom” and concepted the entire film around the colorway.”
Comment:
Creatively compelling, albeit with a daunting vision of the future, this campaign is berlin cool.
It dovetails wwith Puma’s wider ‘future retro’ approach.
Future + Retro = #FUTRO MTV #RSX Tracks out now in EU, coming soon State side.
@antonitudisco pic.twitter.com/RoXLLc20LY— PUMA (@PUMA) March 14, 2019
Links:
Puma
https://www.instagram.com/puma
https://www.youtube.com/user/puma
Overkill
https://twitter.com/overkillshop
https://www.facebook.com/overkillshop
https://www.instagram.com/overkillshop/
Agentur XY
CHUNK
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