Puma: MAR MOSTRO, 2

Credits & Description:

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

Outcome
44,000+ members of the general public visited a Puma VO70Media value doubled target of $51m. More than any other boat in the race.One day’s sales in ‘Puma City’, (In-Port retail outlet) were the highest one day total of any store in Puma history.4m+ people were exposed to the Puma brand Experience, either physically or online.PUMA increased its brand value steadily in line with its competitors and hit €3bn sales for the first time at end 2011.Value (Brand Finance’s Global 500). 2009 2010 2011Nike $14,583 $15,808m $18,437mAdidas $4,700m $5,702m $6,754mPUMA $1,493m $1,990m $2,291m

Implementation
‘Mar Mostro’ is ‘Monster of the Sea’. A battle between the team and the elements, the hand-painted livery of monster & water comes alive when the boat's design connects with the real ocean at speed. In the vice like grip of a tentacled monster, the water is on Mar Mostro’s side in a battle of epic proportions.Epic B-movie style imagery shows the Monster ‘Coming Soon’ to each key city. The images were created with a mix of traditional draftsmanship, 3D CGI and old-school retouching.

Brief Explanation
Five city versions were required for the key stopovers in the race at Alicante, Cape Town, Auckland, Miami, and Galway. 6 Sheet, 48 and 96 sheet formats were created for use in the Airports, major traffic routes and selected special sites near the race village, in-port.

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.Victory is competed for by a selection of the world’s super-brands, and visibility is key as the race tours global markets. The poster is vital to the event’s success, as creating anticipation is vital at each city where the stop-over activity in-port lasts just two weeks of a nine month race.