Puma Running
As part of Puma’s global Go Wild campaign, we created an immersive brand experience for the running division, launched as the first European activation in Barcelona. The ambition was to go beyond visibility and build a meaningful connection between runners, the city, and the product.
Leading a multidisciplinary team across strategy, media, ideation, and production, we brought the concept to life through a pop-up hub in La Barceloneta, the city’s running epicentre. The activation was supported by OOH and radio, and fuelled by content designed for both social and on-site engagement. The result: a true meeting point for Barcelona’s running community, and a powerful launch moment that firmly positioned the new Puma Nitro at the top of runners’ minds.
The High Point BCN
Created as a lively and constantly active space, The High Point By NitroTM revolves around PUMA's proprietary Nitro technology implemented in its range of running shoes, designed to return some of the energy generated by the body when running. This product innovation is presented in a unique setting: the coast of Barcelona, which, thanks to its climate, landscape and atmosphere, is the perfect place to experience and celebrate the so-called Runner's High, that rush you feel when you go out for a run that makes you never regret a run. A 15-days activation took place with a number of runs, Q&A’s sessions, parties and even the broadcasting of a videopodcast together with Runnea.
Agency: Havas Play
Location: Madrid
Role: Transmedia Content Director