Proudly Yours


可以骄傲



Client
PUMA


Deliverables
Video / Key Visual / Social Assets 

In 2023，PUMA is focus on Chinese Culture. Starting from the Four Great Inventions, rooted in the rich soil of our excellent traditional culture, we explore the cultural heritage and traditions. Through youthful approaches, we bridge the gap between the younger generation and traditional culture, unleashing a sense of national pride that we can all be proud of. This concept will run throughout 2023. Each quarter, we will incorporate one of the Four Great Inventions to tell PUMA's story. Here, I will focus on two of these inventions: gunpowder and papermaking.

#PUMA Pride in Time and Space#


This concept will run throughout 2023. Each quarter, we will incorporate one of the Four Great Inventions to tell PUMA's story. Here, I will focus on two of these inventions: gunpowder and papermaking.




可以骄傲-火药
GUNPOWDER






Key Visual































KV proposal



In the brainstorming process for the key visual, we explored various ways to link to the concept of gunpowder.
For example, we considered using fireworks to represent the concept of gunpowder, or using a fuse as a visual treatment.
After several rounds of revisions, our key visual incorporates elements of Chinese culture, ink painting, and gunpowder,
resulting in a presentation that aligns more closely with the concept of Chinese culture.





 

Video - Gunpowder






PR Photo






可以骄傲-造纸
PAPERMAKING







Key Visual





























KV proposal



Social Activation
For our social activation, we plan to create an interactive H5 game.
As Chinese New Year is approaching, we plan to incorporate a fortune-telling theme,
allowing users to seek auspicious predictions for the new year through a divination-style experience.