This is a print campaign with a difference. US-based sports and lifestyle brand Puma has just launched its global print campaign that has adopted animation as its style. Created by Gyro Worldwide, the campaign will be used as a vehicle to introduce the brand's range that is due for launch in 2003.
The global campaign, which was launched simultaneously across the world in October, made its Indian debut in Cosmopolitan's anniversary issue last month and will appear in feature-related supplements in dailies also.
The campaign seeks to strengthen Puma's international positioning as the brand that 'mixes it up' and fuses the creative influences from the world of sports, lifestyle and fashion.
According to company sources, the campaign, which will continue to be created by Gyro Worldwide, will be customised to the needs and interests of different countries. Thus in India, the forthcoming cricket season may see a cricket-related animated ad series. It could even use Indian cricketers as animated characters, though a lot of endorsement issues would need to be tackled before this comes through. An animated series has been created with a storyline revolving around Adam Gilchrist of Australia.