Tree of Kicks.
PUMA: Hey Havas, we need a Christmas Installation for our Melbourne, Chadstone and Sydney stores...on a smallish budget...in the next 3 weeks..."
Havas: "We can absolutely do that, what are the specifications?"
PUMA: "Well, we need it to be festive but it cannot detract from or overshadow our current campaign or our Christmas Window..."
Havas: "That is totally do-able, anything else?"
PUMA: "Well, it's a 1mx1m space and the installation needs to hit 3 different engagement levels while also giving back to both purchasing and non-purchasing shoppers all while being within the budget..."
Havas: "Say no more, we've got it covered."
Passes the brief to us interns.
**DISCLAIMER**
While the idea in itself is not amazing; completing an 'intricately detailed' brief and getting a first piece published and pushed out into the real world is.
Havas: "We can absolutely do that, what are the specifications?"
PUMA: "Well, we need it to be festive but it cannot detract from or overshadow our current campaign or our Christmas Window..."
Havas: "That is totally do-able, anything else?"
PUMA: "Well, it's a 1mx1m space and the installation needs to hit 3 different engagement levels while also giving back to both purchasing and non-purchasing shoppers all while being within the budget..."
Havas: "Say no more, we've got it covered."
Passes the brief to us interns.
**DISCLAIMER**
While the idea in itself is not amazing; completing an 'intricately detailed' brief and getting a first piece published and pushed out into the real world is.
Melbourne Central PUMA
Social Media Ad Placements
The Pitched Concept:
Tier 1
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Tier 2
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Tier 3
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Tier 1(the 1 Min Experience): the eye-candy is the PUMA Classic Christmas Tree.
Tier 2(the 2 Min Experience): The Christmas lights are actually red, white and green shoe laces. There will be festive shoe tags with words like joy, believe etc. Any person entering the store is able to take one.
Tier 3(the 5 Min Experience): Spending shoppers get to pluck a shoe from the tree. Hidden inside will be a tag with a corresponding present.
Tier 2(the 2 Min Experience): The Christmas lights are actually red, white and green shoe laces. There will be festive shoe tags with words like joy, believe etc. Any person entering the store is able to take one.
Tier 3(the 5 Min Experience): Spending shoppers get to pluck a shoe from the tree. Hidden inside will be a tag with a corresponding present.