German sportswear brand Puma activated its new Cécifoot (Blind Football) B1 Team France sponsorship through a new campaign led by a hero spot called ‘Power Of Instinct’.
The campaign, created in harness with agency La Fourmi, seeks to both boost support for blind football in general and the French team in particular whilst simultaneously driving home the message that Puma is committed on a daily basis to all practitioners of team and individual sports – including disability sport.
The spot initially features three French FIFA World Cup winners – Olivier Giroud, Raphaël Varane and Steve Mandanda – who initially suggest to viewers that Puma’s new national team partnership is the better known side before leading to heroing the Cécifoot stars. The focus then switches to exploring the role of instinct.
Airing on French television and across the brand and team social channels from July 2021, the spot came with audio description.
The agency’s insight behind the work was based on the desire to change public thinking and to champion the players and the creative focuses on the theme of ‘instinct’: a notion which the La Fourmi agency team felt has been largely ignored in traditional football coaching and marketing, but which is so essential for blind footballers.
The spot was by Adam Morse, a visually impaired director capable of understanding the challenges, solutions and styles of blind footballers.
The new partnership also saw Puma design and develop new kits for the French Cécifoot team as the brand sought to drive home its flagship philosophy of demonstrating that football is within everyone’s reach. To inform its design approach, Puma teamed up with designers Bradford and Bryan Manning – visually impaired brothers – to produce pieces a fresh French kit inspired by Braille and with tactile details.
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