Puma: MAR MOSTRO, 1

Credits & Description:

Advertiser: PUMA
Agency: GBH DESIGN
Category: Outdoor Spaces
Advertising campaign: MAR MOSTRO
Creative Director: Jason Gregory (GBH)
Design Director: Mark Bonner (GBH)
Creative Director: Peter Hale (GBH)
Designer: Harry Edmonds (GBH)
Creative Director: Mark Bonner (GBH)
Designer: Phil Bold (GBH)
Livery Application: Dean Loucks (TAOD)

Outcome
Central to the venture’s success, the livery must deliver impact, engagement and the need for speed. As light weight liveries deliver a fast boat in the water, its a challenging mix of impact versus speed upon naked carbon fibre. The livery’s ‘story’ defines all associated ‘grip story’ product design; outdoor advertising, PR, in-port events and CSR initiatives – not least of which was a children’s character – ‘Marmo’, who ‘Saves Our Seas’ in a free storybook read live at each in-port city.

Client Brief Or Objective
Puma's Mar Mostro competed in the Volvo Ocean Race from November 2011 to July 2012,a nine month round-the-world endurance event testing the world’s best sailors to the limit.A pinnacle of Puma’s presence in the outdoor market, the race proves Puma gear in the harshest conditions on earth.Covering 39,270 nautical miles, the route takes each 12 man crew to the ends of their own capabilities in the most dangerous oceans on earth. Victory is competed for by a selection of the world’s super-brands, and visibility is key as the race tours global markets.

Implementation
Central to the venture’s success, the livery must deliver impact, engagement and the need for speed. As light weight liveries deliver a fast boat in the water, its a challenging mix of impact versus speed upon naked carbon fibre. The livery’s ‘story’ defines all associated ‘grip story’ product design; outdoor advertising, PR, in-port events and CSR initiatives – not least of which was a children’s character – ‘Marmo’, who ‘Saves Our Seas’ in a free storybook read live at each in-port city.

Brief Explanation
Central to the venture’s success, the livery must deliver impact, engagement and the need for speed. As light weight liveries deliver a fast boat in the water, its a challenging mix of impact versus speed upon naked carbon fibre. The livery’s ‘story’ defines all associated ‘grip story’ product design; outdoor advertising, PR, in-port events and CSR initiatives – not least of which was a children’s character – ‘Marmo’, who ‘Saves Our Seas’ in a free storybook read live at each in-port city.