2011 Jay Chiat Awards Winners

2011 Grand Prix Winner
Campaign for Existing Brand—Gold
Droga 5
Puma | "For the Joy of Sport"

This is the story of a company that went shopping for an ad campaign and came home with a new category. That category went on to define not only what the brand stood for, but also the products it made, the ones it shouldn't, and how every member of the company should behave. This case study
describes how planning looked at the consumer with new eyes and saw that a new kind of athlete was being overlooked.

This is the story of bringing to life the joy of sport.

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