PUMA X A$AP ROCKY
PUMA X A$AP ROCKY
FORMULA 1 LAUNCH
Objective
ANNOUNCE THE PARTNERSHIP BETWEEN A$AP ROCKY AND PUMA, INTRODUCING ROCKY AS THE CREATIVE DIRECTOR OF PUMA’S MOTORSPORT DIVISION.
Campaign
PUMA NAMED A$AP ROCKY THE CREATIVE DIRECTOR OF ITS MOTORSPORT DIVISION FOLLOWING THE BRAND’S DEAL AS FORMULA 1’S OFFICIAL TRACKSIDE RETAILER. TO MARK THE ANNOUNCEMENT, ROCKY DROPPED A LIMITED-EDITION PUMA X F1 COLLECTION IN LAS VEGAS DURING RACE WEEKEND AND HOSTED A STAR-STUDDED LAUNCH EVENT THAT DREW MAJOR ATTENTION.
TO AMPLIFY THE MOMENT, MILKMONEY EXECUTED A FULL-SCALE OUTDOOR ADVERTISING TAKEOVER. THE CAMPAIGN INCLUDED HIGH-IMPACT BILLBOARDS ALONG THE HIGHWAY TARGETING COMMUTERS FROM LOS ANGELES, DIGITAL BOARDS SURROUNDING THE RACETRACK — INCLUDING PLACEMENTS NEAR THE ICONIC LAS VEGAS SIGN — AND MOBILE DIGITAL TRUCKS THAT FOLLOWED THE CROWDS AND PARKED OUTSIDE THE PUMA LAUNCH PARTY.
Results
PUMA AND A$AP ROCKY OWNED RACE WEEKEND, BECOMING THE MOST TALKED-ABOUT LAUNCH AT FORMULA 1 AND CREATING MASSIVE BUZZ ACROSS LAS VEGAS.
Key Facts
Formats
BILLBOARDS, DIGITAL TRUCKS
Markets
LAS VEGAS
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