Brand: PUMA
My contribution: Concept, communication, guerrilla marketing, event & project management
Workbase: SHYLO
Created: August 2009
Briefing
Position the new PUMA Suede Classics by targeting the creative crowd of Amsterdam & Antwerp.
Concept
In the summer of 2009, the streets of Amsterdam and Antwerp were filled with unusual artworks as part of PUMA’s AKINDAGANG street gallery project. AKINDAGANG ('a kinda gang' are the words Snoop Dog used to refer to the notorious streetgang he used to be part of) consists of twelve well-known, talented Benelux artists. The life-size paintings portray them wearing the PUMA Suede Classics. Parisian artist Eddek (Eddy Chartier) has painted the art pieces in the New York style of the 1970s and 1980s. This refers back to the period when the first PUMA Suede Classics were produced.
After the guerrilla street gallery and the online and instore promo all the real paintings were assembled in one place, a former X-rated movie theater in the heart of Amsterdam. PUMA’s temporary gallery & suede shop of course was opened with a kick off party, where the Dutch and Belgium creative crowd partied with the NY old school legend DJ Scratch.
Links:
Audio blog
