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Use of Illustration Campaign

Bronze Winner

Entrant: J. Walter Thompson, New York
Puma Suede - "1960s", "1970s", "1980s", "1990s", "2000s", "2010s"

Corporate Name of Client: Puma

Client Account Director: Greg McConnell

Agency Account Director: Chris Burgess

Agency Planning Director: Rik Mistry

Agency: J. Walter Thompson

Global Chief Creative Officer: Matt Eastwood

Chief Creative Officer: Brent Choi

Executive Creative Directors: Aaron Padin/Florent Imbert

Designers: Katie Bourgeois/Emely Perez

Copywriter: Nathan Goodson

Illustrators: Justin Helton/Dan Stiles/Queen Andrea/David Carson/Ben Wiseman/
    Orhan Agis

Print Agency Producer: Kristin Ertel

Art Buyers: Treviana Delmastro/Drew Gurian Photogrpahy, New York

Description of the Project:
In order to demonstrate that the Suede is a cultural icon, we needed an idea that would make a statement and capture attention immediately. Our idea was to take people on a journey through time where the only single constant was the PUMA Suede, a shoe with such contemporary design that it was both ever present yet constantly evolving at the feet of its wearers.
1960s- Tommie Smith protesting against discrimination at the 1968 Olympics
1970s- Walt “Clyde” Frazier’s basketball career
1980s- B-boy culture
1990s- Alternative grunge
2000s- Skateboarding
2010s- Athletic wear as a lifestyle
The Future
The idea was to create a timeline, featuring each of these iconic moments in a different art piece in a style from its decade.
As a visual, you’d be able to see its influence from beginning to end, the end being a blank canvas and jumping-off point for the future.