Puma Raw Football unveiled in Rome

GBH have been busy working on the launch event and its associated materials for new national kits for a host of Puma’s African and European nations in the run up to the FIFA World Cup in 2010.

Cameroon, Ivory Coast and Ghana star players Eto’o, Keita and Mensah feature heavily in a 90sec TV and Stadia spot which unveils the new kit designs via a brutal battle featuring the three African team’s national colours.

The film was shot in London, Barcelona and Lyon over three busy days, with production by Sponge Films/VFXco and Post Production by Absolute Post in London. Complicated Slow Motion VFX was captured using the state-of-the-art Phantom Hi-Speed HD Camera and ingenious use of exploding food colouring and player body doubles. Key shots of the players were then added to the shoot, creating a visually stunning battle of raw passion and colour. Paint explosions were shot separately with slow motion plates of the ball strikes and impacts super-imposed onto paint effects in post production. The soundtrack is by Djemba drum specalist Mamady Keita. Director was Jay Malett from Sponge Films.

The film was used at a catwalk launch event to Puma’s global customers in Rome with guest of honour Marcello Lippi, victorious Italian team manager at the 2006 World Cup.

The film takes centre stage in a large branding project which delivers a new, uncompromising tone of voice for all Puma Football product and equipment: ‘Raw Football’, which sees all footwear, apparel and equipment incorporating the identity to reflect and deliver either ‘Raw Speed’ or ‘Raw Power’ product benefits.

GBH created the brand positioning in tandem with Advertising Agency Boissen from Denmark. The product identity, brand bible, launch films and event graphic design are all by GBH. The Raw Football philosophy has been delivered both internally and externally via a small book–a facsimile of the FIFA laws of the game–which is subverted with the ant-establishement atitude of the new Puma approach overprinted on its pages.

The project will reveal more in the run-up to 2012, with more announcements soon. Watch this space!

Visit pumafootball.com for more details