Puma calls for youth to turn city streets into playgrounds

The brand is launching new digital tools to promote the new Puma Social Autumn-Winter 2012 campaign in Singapore, Hong Kong, Malaysia and Taiwan through November.

Puma has partnered with a number of agencies and partners, including BBDO Proximity and Soliton, in calling out to all the playmates in the city and has created tools (a Facebook app and a mobile app) to inspire them to play in the city.

In Hong Kong, the mobile app enables people to scan QR codes in different play hotspots that people may not be aware of, such as a skateboard park in Tung Chung.

Some other interesting aspects of the campaign include ‘Let's Play2gether in the city', a guerilla orchestra stunt with Endy Chow in cooperation with Soliton in Causeway Bay this Saturday (17 November) at 3.30pm.

Puma also is sponsoring Endy Chow’s ‘Let's Play Together" Concert on 24-24 December at the Queen Elizabeth Stadium in Wan Chai, where Chow will be outfitted in full Puma lifestyle wear and footwear.

To promote the concert, the brand has created a manga-like poster with an illustration by Little Thunder (門小雷) and Soliton. The print ads will run in pop magazines and newspapers such as Headline Daily, Milk Magazine and Face Magazine before the concert.

Earlier this month, Shanghai-based French street artist, Keflione collaborated with Puma to create the live art project "Kingdom Playground" on bus shelters in key shopping districts such as Tsim Sha Tsui. The graffiti shows those ‘awesome moments’ when everyday urban life turns into play, and everyday people become playmates, here is the video showing Keflione in action.

Puma in Singapore and Malaysia are running their own play activations, featuring, among others, a Puma ‘Play Bus’—a mobile store and play zone that goes around the city and stops at major shopping hotspots, where people can hop on, play the Facebook app and win instant Puma swag.

In Taiwan, the brand has organised a Puma Uncovered concert as part of the 'play' campaign.