Puma musicians highlight realities of being a girl in the social media era
Puma has dropped a campaign featuring musical artists Le Juiice, Amaria BB, Bellah and Sha Simone that highlights the realities of being a girl in the era of social media.
Created by The Elephant Room, ‘Here. We Can Be’ is a fast-paced short that features a group of young women dancing and singing together. Coinciding with the launch, a ‘Listening Party’ will take place in London and Paris. Girls and non-binary individuals are invited to share a space with incredible musical artists, perform with them and discuss their own experiences.
Shannie Mears, co-founder of The Elephant Room, said: “Being challenged to work out what is happening in the lives of young women meant listening to the research, and making sure those voices felt heard. Our artists are an amazing example of just being real and true to what they do. Collectively, we thought this was an important campaign to work on.”
The campaign will run in JD stores across Europe, as well as on various social media channels.
Nina Taylor, creative director of The Elephant Room, added: “Being a teenage girl is more difficult than ever, with a relentless pressure to show up or act in a certain way. The campaign ‘Here. We Can Be.’ gives young women a platform and space to be themselves, whoever they are, wherever they’re at. Our music artists were central to the storytelling, inspiring our audience through their own lived experience.”
Credits
Client: Puma UK
Creative Agency: The Elephant Room
Creative Director - Nina Taylor
Head of Talent - Shannie Mears
Head of Design - Khutina Griffiths
Creative Producer - Benj Opoku
Client Partner - Amelia Blashill
Account Manager - Krystal Ude
Head of Strategy - Matt Bamford-Bowes
Creatives - Adam Fish, Luke Gray & Tom Carr
Production company - Greatcoat Films
Exec Producer/Head of Production - Sandra Spethmann
Producer - Lucy May MilesFilm Director - Sannchia Gaston
Photographer - Olivia Richardson
DOP - Natasha Duursma
BTS - Daniel SadovyakStylists - El-shaddai Nyagodzi & Leila Afghan
MUA - Chloe Rose
Hair - Aaliyah OkeEditor - Post Carlton
Colourist - Daniela Roatru
VFX - Lee Delves
Color producer - Glassworks
Sound Design - The Music Lab