Puma

2015 ADC Portfolio Night All-Stars Winner
Awarded by ADC Global, JWT New York and Twitter

Copywriter: Eric Gorodetsky
Designer: Sydney Goldstein
Co-Art Director: Gabriel Lavallé

PUMA ARSENAL KITS

Arsenal football is about energy and excitement. The players want noise and the fans want to show their passion. Puma will extend the power of the Arsenal fans beyond the stadium by literally harnessing the energy from their volume and converting it to electricity to be shared with the community. 

Game Day

Sensors all over the Emirates Stadium will monitor and collect noise energy from the fans. That energy will be converted to electricity and donated to community sports programs. At every Arsenal game, a digital scoreboard at will keep track of the overall noise level of the crowd. Fans will see spikes at big moments during the game. The more noise the crowd makes the more deals they unlock at the Puma store. 

The arsenal outlet

Fans can cheer or express frustration after an Arsenal game in this yelling booth where more energy will be collected. 

Launch Posters

Fans will have to shout above a certain volume to reveal the new Arsenal Kits - Faster, Forever and Victorious - in the ads. 

NOISE POWERED VENDING MACHINE

An interactive ad in the Arsenal Tube Station near Emirates Stadium will lead fans in familiar cheers, songs and chants. When they hit a certain volume, a Puma kit will be dispensed. The trick here is that fans will have to work together. One person on their own will not be loud enough to activate the prize.

Point of Purchase Installation

Digital

Fans from around the world will get to join in through this digital app.