To celebrate 20 yrs of the Puma Speedcat shoe I lead a group of creatives to come up with the IN/OUT campaign. We based the concept on a product insight that showed that some people wore the shoes with the tongue IN and some with the tongue OUT. We invited people to upload pictures of themselves wearing the Speedcat to see which style would win, IN or OUT.
This was a digital activation with traditional media pushing to our website & app, resulting in a printed book of all the top rated participants. Puma hired us as a think tank for our conceptual thinking and this campaign was their favourite based on it’s focus on product insights. It helped inform other initiatives but never made it to market. I still really love the thinking behind this campaign.