2010 World Cup campaign for Puma. We needed a global positioning and tagline that Puma could own and one that resonated with both Italy and Africa – total opposites in football culture and approach. If we could mke it work for both, it would work for the world.

The result was a wordless tagline that could be understood by anyone, anywhere in the world. And able to elevate football above all differences and reach the rawest of human emotions: love.


THE FILM



THE TAGLINE



PRINT


POSTERS


TAGLINE TRANSLATION


THE WEBSITE