With the Puma ONE football boot, the goal was to create the best football boot ever with a product that gives players everything in one boot. Fit, fast, feel. Hence the name, ONE.
To mark the launch, Puma challenged Vision Nine to create a cross disciplined PR stunt that involved England and Liverpool midfielder Adam Lallana, a key Puma Ambassador.
The premise was to audition local young players that encapsulated the boots characteristics. The most complete players, would have the chance to potentially become the face of the new Puma ONE above the line campaign. The prize would be to feature on the largest full-motion out of home digital advertising screen in Europe, the Liverpool Media Wall. What they didn’t know is it would be next to one of their idols, Adam Lallana.
Vision Nine held a casting with local clubs to source the talent, as well as a suitable venue that would host the auditions, the stunt and all the filming around it.
As the final selected players lined up to have their photos taken, post make-up and styling, Lallana who unbeknownst to them was waiting in the wings, snuck up and surprised the young stars. The chemistry captured between the future of football and today’s best would become a viral piece of video content distributed by media partner soccer AM, which clocked over 75,000 views.
Puma Brand Communications Manager, Jodie Rayner said:
“I challenge you to find a more proactive, collaborative and passionate team to work with.
Vision Nine’s shrewd approach coupled with their industry knowledge means they get into our brand mindset quickly and their output is consistently bang on. Working with the team is an absolute pleasure. I would recommend them time and time again.”