It is really hard to come by a commercial that is not only creative but also deals with an act of true innovation.
Hats off to Puma and its design agency Fuseproject and ad agency Droga5 for their ‘Clever Little Bag’ film explaining how innovation changed Puma shoeboxes to reduce paper waste!
See for yourself and enjoy a 1 minute 25 second course in innovation and corporate citiizenship!
It’s good to see that innovation can do a significant lot for a much better world.
Full Credits for the work:
Client: Puma Design
Firm: fuseproject
Agency (Video): Droga5
Creative Chairman: David Droga
Copywriter: Adam Noel
Art Director: Jon Kubik
Art Director: Kenny Kim
Head of Integrated Production: Sally-Ann Dale
Agency Producer: Samuel Kilbreth
Agency Digital Producer: Andrew Allen
Production Company: Labour Director: Ryan Dunn
Director: Wyeth Hansen
Executive Producer: Max Knies
Song: “Checkers” By Antfood
Sound: Labour
21 months? What took them so long? In my opinion the real innovation here lies in the ability to claim that such a simple idea is innovative.
Looks like a good example for SIT’s Subtraction, no?
Thanks Haluk for sharing. I think the design solution is great - full kudos to those talented people at fuse project. And you are right to draw attention to the telling of the innovation process story. To do so in a bite-size and captivating way is indeed an art - and Droga 5 do an excellent job. The use of Puma’s red and white as the sole colors of the palette, as well as referring to Puma’s carbon “paw print” turn this also into an effective piece of brand communication.
To get a better picture of the design process I visited fuse project’s website (http://www.fuseproject.com/products-47) They are certainly a class act. Yet, like some of the other comments above I was struck by the following:
- Would it have been as impressive to say “we spent 21 minutes” in reaching our solution? Does getting to a solution quickly depreciate its value? Does it contravene the designer’s ethos? Is the long and thorough research phase essential? And, wouldn’t it have been better for Puma and the world to have gotten to the solution in less than 2 years?
SIT claims to accelerate the search for good ideas - partly by breaking some of the “thinking barriers” that hold us back, partly by offering patterns of creativity that tend to lead to “good solutions” and partly by helping us to “invent first and ask questions later”.
Perhaps applying a little Subtraction could have helped the design team break the fixedness that “we have to have a box” sooner?
Perhaps applying Task Unification to think how the plastic bag could serve the function of the box laminate or the lid of the box, may too, have brought the team quicker, to what is truly a lovely “clever little bag”.