Isobar reinforced the concept of collectivity in the creation and continuation of social movements in the new Puma campaign.
In order to celebrate Puma Suede, brand ambassadors Ricon Sapiência, Malía and Isa Pacheco joined groups that, through music, sport and style, make the tennis legacy continue today.
“With this campaign, our proposal is to transmit this power, actively participating in the construction of what will come: trends, fashion and culture”, explained Alcides D’Lima, Architect of Ideas at Isobar and dentsu International Brazil.
The campaign also addresses the social impact of the hip-hop movement and urban culture, so the collectives that are part of the story come from peripheral regions of São Paulo and Rio de Janeiro.
Visually speaking, the highlight is the narrative that shows where PUMA Suede went in building this legacy, highlighting the influences of US hip-hop until reaching the Brazilian hip-hop boom in São Paulo.
“Art helped us to place Suede as part of the current urban culture scene. The Brazilian aesthetic in our campaign represents a legacy that is ours and that is always in movement through a diverse cultural expression of each one” explained Hannah Prado, Creator of Connected Visuals.
To tell the story of Suede, the action begins with the launch of documentary “The Wave of Break”which has been running since 02/25 on Puma’s Youtube.
The campaign will unfold in parts, revealing the history of the hip-hop movement alongside the brand – both within the ambassadors’ profiles and in external media. “It is a great pleasure for PUMA to be at the forefront of such an important conversation for cultural movements and manifestations with this campaign,” said Fabio Kadow, PUMA Marketing Director.
