We teamed up with PUMA and we helped Gen Z superheroes show their talent

Millennials meet Gen Z

When researching Generation Z, Story TLRS felt like boomers at times but they discovered two important things; that Gen Z is very creative and when it comes to life goals, they are not afraid to work hard for them. This became the default idea for our campaign – we decided to create a project that would introduce young creative people to the world in connection with Puma. We looked for young talents for the PUMA HEROES project in schools, social networks, in relevant media, and also on Spotify.

Top-notch website

Gen Z doesn’t know a world without the Internet, so it was clear to us that everything must revolve around the online and, by extension, the web – which was created by the Semibold design studio. In addition to the presentation of the project, the website also contained an application for the project. In the second phase of the project, the web showcased the stories of individual heroes together with examples of their artworks and contact information for possible collaboration. The web got a facelift in 2022 to match the visual style of the current campaign.

Filming with Ben Cristovao

In less than 2 weeks, more than 350 people registered on the PUMA HEROES website, resulting in the final four that caught the organizers' attention the most. During the two-day shoot, which was fully taken care of by our production company VNV Productions, the four superheroes created unique pieces of work. Both Ben and PUMA appeared in each of the 4 video outputs. The result was an interesting combination of high-tech and analog skills from 3D clothing design to painting on shoes.

Let's show it to everyone

Colleagues from Topic PR collaborated on the project from the very beginning and made sure that the project reached the right audience. During the first year, they achieved 4.8 million impressions with PR activities. They were able to partner with Refresher and get Ben Cristovao and the PUMA HEROES project on TN Live on Nova TV.

Hand in hand with PR, videos were shared by PUMA in an advertising campaign on social networks and, of course, by Ben as part of the collaboration.

The second year of PUMA HEROES

Just half a year after the end of the first wave, the second season started. In addition to Ben, TikToker Annie Camel got involved, and a 90's and 00's style photo shoot was created. Again, everything was photographed and filmed by VNV Productions. This time, the four new PUMA HEROES took care of styling, make-up, hair and set design. Not long after that, we arranged with Prima TV the participation of selected superheroes from both years at the COOLife festival in Prague, where they led workshops for the public.

We hold the PUMA HEROES project close to our hearts and we believe that work of this type has a great significance.

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Puma Heroes literally changed my life. I've been making 3D clothes for a living since January, and it definitely wouldn't have happened so quickly without this project.

Bára
Puma Hero