Turning humans into PUMANS with the world's first AR Filter that rewards you. Creating a banging EDM track through movement and dance. Or bringing together a band of creatives from across decades, and Southeast Asia. When it comes to our work with PUMA, it has always been about pushing boundaries, and the right buttons.
- PROJECT 1 -
What if movement could create music?
USN Singapore finds out in the #PUMAFootTapping campaign, which aims to connect the world of EDM to the restyled PUMA Mirage Tech sneakers. The campaign features a live performance video with dance moves from @toshrock, music from @inquisitive, @kildofficial and @yusefkifah and real-time tech from mad geniuses @mischiefmakers.sg. Users then have the chance to create their own music using our #PUMAFootTapping Instagram filter, created in collaboration with @gowaaaofficial.
- PROJECT 2 -
True story: The world's first branded Instagram Augmented Reality filter that rewards its user was born out of a very silly joke. To drive footfall to 10 PUMA retail stores across Singapore, we created the #PUMANSOFSG campaign, featuring a diverse group of 6 influencers, including actors, comedians, a fitness instructor, dancer and former national footballer, each with their own unique following. And helped them transform into #PUMANSOFSG through their very own customized AR face filters on Instagram.
The campaign called on consumers to do the same - go from "HUMAN" to "PUMAN" - and get rewarded with discounts on PUMA's latest drops. This made every single AR Story not just a discount coupon, but a virtual billboard for PUMA, creating a chain of organic content, and driving customers to stores.
MARKETING INTERACTIVE / PUMA LAUNCHES #PUMANSOFSG CAMPAIGN LEVERAGING INSTAGRAM’S AR FACE FILTERSS
INSIDE RETAIL / PUMA LAUNCHES ‘PUMANS OF SINGAPORE’ CAMPAIGN ON SOCIAL MEDIA
CAMPAIGN ASIA / GET YOUR CAT FACE ON
- PROJECT 3 -
PUMA's international "Run The Streets" campaign featuring The Weeknd celebrates the hustlers, the ones who follow their passion while remaining true to their roots. USN was tasked by PUMA Singapore to recreate this campaign, and contextualise it for the local market. We curated a group of six individuals – an urban-foraging bartender, a crochet artist, a hawker chef, among others – to be the faces of the campaign. They were then showcased in a music video written and performed by popular Singaporean rapper ShiGGa Shay, highlighting the dedication to their craft and their drive to succeed. Profile videos for the "hustlers" were also released to accompany the music video.