The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Client: Puma
Date: Mar 2019
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Puma and sneaker shop Overkill from Berlin-Kreuzberg launched a new colorway of the classic Puma Cell Venom from 1998 and named it 'Radiant Venom'.

Jens Burmester, head of marketing of Overkill, said: “Our goal was to create a campaign that looked like no other in the sneaker scene. Something that stands out not through simple product staging, but more through an unseen story and sick visuals. Agentur XY and CHUNK proved to be the best choice, here we found the perfect creative and technical set up for a project like this.”

“Sneakerfans all around the world hunger for exclusive collabos like this one. The limited editions are sold out in a few minutes only” says Michael Kittel, Creative Director of Agentur XY. “Our job was to develop a teaser, whetting appetite for the sneaker in its new colorway. Therefor we created a story around the name “Radiant Venom” and concepted the entire film around the colorway.”

The story: The year is 19100. The radioactive contaminated sky over Berlin shines in poisonous green, not much of the city is left and the famous TV tower lies in ruins. The only survivor collects objects on the abandoned surface of this post-apocalyptic world and brings them through a transfer capsule into her base. That’s where she – as her own digital avatar – supplies her host with memories from the past to keep her alive.

Credits

Agentur XY

Chunk

Puma

Director: Florian Röske