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Creative Works of the Week: Pelé for Puma and USPS for holiday unboxing rewind


By Kyle O'Brien, Creative Works Editor

December 4, 2019 | 2 min read

The Drum continues to bundle up top works of the week from our Creative Works and Christmas roundups.

On the regular creative front, Brazilian soccer legend Pelé again proved he is king of the sport, but this time in a digital sphere.

Technology is giving new generations the chance to see the King of Soccer score another goal, even if virtually. On the day the former star celebrated 50 years since his 1,000th goal a campaign helped him achieve the same feat of 1969 in the universe of gaming.

Puma and Havas called on video game players from Brazil and abroad to play with Pelé's avatar on consoles, to score with the King and share on social media using #eKingPelé until they reached 1,000 goals.

Puma: #eKingPelé by BETC Sao Paulo

By Puma

Overall Rating 5/5

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The latest wave of Christmas campaigns found the holiday spot from the United States Postal Service rising to the top.

The simple 15-second spot, ‘The Rewind’, plays on the popularity of the trend of unboxing.

The 'Boxing Before Unboxing,' YouTube campaign by MRM//McCann for the United States Postal Service is designed to disrupt the unboxing genre while highlighting the USPS Priority Mail boxes for the holiday shipping season.

What starts as a normal unboxing video as it nears its end is suddenly rewound to make the action run in reverse, until the very beginning, where all that was unboxed ends up boxed inside a USPS Priority Mail box. It is a simple reminder to viewers that they can count on USPS for giving and receiving during the holidays.

United States Postal Service: The Rewind by MRM//McCann

By United States Postal Service

Overall Rating 5/5

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The two campaigns were voted the Creative Works of the Week by The Drum’s readers.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

For The Drum's Christmas coverage, see our latest roundup here.

Creative Work of the Week Creative Works Advertising

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