Puma: PUMA TWEET ART

Credits & Description:

Advertiser: PUMA ARGENTINA
Agency: HUMAN
Category: Special Build
Advertising campaign: PUMA TWEET ART
Art Director: Lorea Felipe
Other Credits: Wake Studio
Chief Creative Officer: Rivero Y Hornos Peta
Executive Creative Director: Rivero Y Hornos Peta
Other Credits: Basso Brovelli
Copywriter: Orsolini Leo
Art Director: Bruna Miguel
Account Manager: Gimenez Brotons Berty
Advertiser's Supervisor: Hänle Karina

Ambient Execution Description
Puma is the main sponsor of Urban Art, the biggest urban art festival in Latin America, taking place for the first time in Chile and Perú, in Argentina it has 6 editions.After the latest edition, our client asked us:- to innovate, surprise, and engage our target in Twitter, the social network with more growth in the region for the young adult market. - contact our followers and also get news followers- Positionate Puma as a trendy and arty brand.- create a powerful social concept related to Urban Art, were everybody can be part of it.Puma is a benchmark of lifestyle and urban art. Our target is curious young adults with a clear artistic profile and they have needs to expressing themselves everytime, in deferent channels online.The Puma Urban Art festival was the link between this lifestyle benchmark and the target: young adults who are interested in art generally and urban art particularly.We recreated a counterpoint in between well know art pieces from Da Vinci, Munch and Magritte, with new modern style digital tweetart. This posters were placed all over the city, other tweetart guerrilla posters were sticked above existing graffitis on the walls, in all cases they recreated the very same single image with the tweeart intervention on top. Local line buses from the line 140 that crosses all the local university areas, invited and were used as a call to action -with ploter graphics applied on them, to participarte and design your own art on 140 characters. All the final artworks selected were finally exhibited during the urban art festival in the tweeart exhibit room