Project – Puma commissioned Doubleday & Cartwright to document the 2008 African Cup of Nations in Ghana, focusing on key Puma-sponsored teams and players. With the brand’s long-term investment in African football building towards South Africa 2010, Puma wanted video, photographic and artifactual documentation both for immediate use and longer term inspiration. Immediate deliverables were a 3 minute documentary trailer, photo and editorial highlights, and strategic recap and recommendations documents.
Creative – D&C assembled a seven person team–two cameramen, sound, still photographer Gustavo DiMario, and three reporter/producers. After studying the schedule which included nine Puma sponsored teams playing qualifying games in four Ghanaian cities, D&C decided to focus on four key teams and players: Egypt, Ghana, Ivory Coast and Cameroun whose striker Samuel Eto’o was the tournament’s biggest star. Over a full month, despite significant logistical hurdles of many kinds, D&C was able to work with Puma to get incredible access to teams and players as well as to chronicle fan cultures and Ghanaian music, art, and culture. The four selected teams all advanced to an all-Puma quarterfinal, and D&C was able to work with Puma and broadcaster Sport 5 to have dedicated HD cameras tracking Cameroun’s Samuel Eto’o and Egypt’s Mohammed Zidan throughout the game.
Result – D&C presented the creative assets as well as strategic recommendations to both Droga 5 and Syrup, Puma’s agencies of record for lifestyle and team sport respectively. Findings were used as reference and inspiration for Puma’s 2010 World Cup communication. D&C curated an installation of Gustavo Di Mario’s images at the Puma Social Club, a block long event space in the South Street Seaport that served as the hub for Puma’s New York City World Cup programming.
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