It’s a
numbers game
Sport runs on numbers. Goals kicked, games won, records broken. Those are the numbers that get celebrated. There was another set nobody was counting: the girls who quit sport every day because of embarrassment, shame, and the fear of leaking in front of everyone.
Modibodi and Puma signed a three year partnership. Rather than launch it on product, we launched it on the numbers that actually mattered.
Role: Creative Director, Modibodi
Year: 2022
Scope: Co-branding, packaging, ecommerce and lifestyle shoots, art direction, tone of voice, campaign, PR and launch, social templates, CRM, promotional and in-store collateral
Credits: Justine Cusack (marketing director), Grace O’Brien and Lucie Dela Chaise (creative team), Sofie Broeng (content creator)
So we went
and counted
We commissioned a global survey to find out why girls were leaving. Did exercise change for you when you got your period as a teen. Did your period stop you playing. Have you ever been uncomfortable and played anyway.
Then we made the answers the campaign, because the numbers were more persuasive than anything we could have written ourselves.
Play it
forward
With Puma we launched leakproof underwear built for sport. Useful, and nowhere near enough. A systemic problem does not get solved by a pair of underwear. It gets solved when enough people agree to look at it.
So the platform was an invitation rather than a product launch. We called on the rest of the sport industry to move women’s sport forward with us, and handed them the numbers to do it with.
Directed from the
wrong hemisphere
The lifestyle shoot happened in Sweden with a Puma photographer while I was in Sydney. Which meant the direction had to be finished before anyone got on set. References, framing, the lot. Tight enough to survive the distance, loose enough to let a good photographer be good.
The rest was built here. Co-branding two design systems that were never meant to meet, the packaging suite, the ecommerce shoot, the tone of voice, PR and launch, social templates, CRM, promotional and in-store collateral.
