Puma “Love = Football”
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 make 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 tagline:
Print:
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Graphic Posters
The tagline got “translated” organically all over the world.
And the Puma Football website for the 2010 World Cup became a hub for the love of football:
