Idea: Hacked

Puma tasked us to develop an identity and creative concept for the launch of their new Foot Inc. exclusive product line, Hacked.

Think

Puma products have been “Hacked.” Hacked tells the story of a classic Puma silhouette that has been manipulated to create a new unique product. By modifying logos, colors and materials Puma leaned into the notion of hacking as inspiration. We then helped the story unfold in a variety of forms.

Design

To create the Hacked effect and to demonstrate movement from status quo to unconventionality, we used dynamic accents, framed elements and complex gradients. This, combined with a bold voice, brought the campaign to life online, in-stadium, out-of-home, and on social media.

Make

From social to in-store, the disruptive design captured the attention of consumers. The physically altered products prompted consumers to alter their own perspectives on what is possible in footwear.

Impact

The Hacked campaign increased Puma’s brand awareness among consumers and gave everyone something to talk about. It’s not every day that you see a global company featuring their logo outside of their brand standards.