On March 3, 2020, Puma Brazil went with Bruna Marquezine to New York City to shoot a film for the new marketing campaign of the PUMA Future Rider family. Right before its launch, the world completely changed and it became impossible to keep the campaign the same way. Thus Puma and Marquezine have now turned things around and transformed the campaign into a joint invitation for change.
Marquezine is a famous Brazilian actress and influencer, who is currently embarking on an international career. The initial film portrays a day in her life, in New York, living like common people: Doing everyday activities that she would never be able to do in Brazil without being stopped and photographed hundreds of times. Marquezine has been a Puma ambassador for a few years and, for the first time, participated in the campaign’s brainstorming process, bringing her creative and emotional input before and after filming.
With the material already produced and a product ready to be launched, the brand faced a great challenge. “After countless meetings to redefine our strategy, we came to the conclusion that the content we had was too rich to dispose of,” said Fabio Kadow, marketing director at Puma Brazil. “We are all experiencing changes in various aspects of our lives, and we saw this as an opportunity to encourage a movement of change in our consumers.”
It was during one of these meetings that the campaign, created by Sao Paulo-based shop estud.io, found a new purpose. The new campaign, “The Change Starts When We Start Moving,” puts forward the reflection that we all need to adhere to new habits and thoughts in order to evolve, especially at times like this. Marquezine was invited to relive moments of the trip and to express how she felt watching the campaign’s original film, where she had been asked “Who is Bruna Marquezine when no one is watching?”.
“We decided to transport the film from a time when the world was different, to the eyes of Bruna Marquezine today,” said Ana Mattioni, creative director and founder of estud.io.
Marquezine is filled with emotions as she thinks of those days prior to the pandemic, and of how much the world has changed in such a short time. In fact, she declares that she has changed as well, and no longer sees herself as the same Bruna. “I think what will become of the world depends a lot on who I will be, who we will be.” With this statement, Puma and Marquezine invite the public to be part of this change, inevitable in today’s world.
The spot was directed by Breno Moreira of production company Capuri in Sao Paulo and Rio de Janeiro.
