3st kommunikation GmbH

The creative pace set by 3st kommunikation with the PUMA Online Annual Report 2023 “PLAY.FASTER” is as dynamic as the development of the agency, which was founded in 1997. After just three years, the agency formed its own digital unit (3st Digital), adding its own content team in 2013 and its own in-house film team in 2016. In 2020, 3st and 3st Digital were reunited and became part of the F.A.Z. Group through a majority stake held by Fazit Communication. With offices in Cologne and Leipzig and 100 employees, the aim of creating distinctive, authentic and holistic brand experiences has remained the same to this day. The creative team sees the basis for successful implementations in a dialogue-oriented, open and transparent way of working – be it for digital solutions, distinctive branding or targeted content creation. Consequently, 3st also views reporting as an opportunity to make brands more approachable, and to actively involve stakeholders in the corporate world. Captivating storytelling and interactive elements are tried-and-tested tools that were also used in the PUMA Online Annual Report 2023 in a well-thought-out and graphically impressive way. And since the long-standing client itself has a high affinity for design, the surprising and fast-paced implementations literally fly to the finish line … faster and faster, year after year!

Interview with 3st kommunikation GmbH

Red Dot: PUMA’s online annual report has been characterised by progressive implementation for several years now. Has the 75th anniversary given it an extra boost this time?
3st kommunikation GmbH: Yes, absolutely. PUMA has been pushing the pace for 75 years. That’s why we go to great lengths every year to exceed the benchmark of the previous year. The fact that this year was also a big anniversary was a motivation for us to be even bolder and visually more powerful. The idea was to package the diverse history in a correspondingly diverse visual appearance.

One highlight are the three mini-gamifications – why were these integrated?
The title “PLAY.FASTER” literally screams for it, and the PUMA team is open to such ideas. The heart of the PUMA brand is sport and the performance of its athletes. They are the ones who set the direction for the company with their ambitions. But this year we also wanted to get readers actively involved. This year’s content is even more tangible and therefore even more accessible.

With a timeline module, the history of PUMA can be traced in an entertaining way. How did the research for this go?
Paying special attention to the eventful history in the anniversary year goes without saying. During our research, we noticed that one name kept coming up: Helmut Fischer. He has been with PUMA for 45 years and, as Head of Sports Marketing, has attended to the most prominent athletes himself for many years. His nickname “Mr PUMA” is no coincidence. Our idea: instead of just telling the story of the company, Helmut Fischer should enrich the facts with very personal anecdotes. We left it up to PUMA – and therefore Helmut himself – to decide which of the many moments were the biggest milestones.

Will the annual report even still be available in printed form in the near future?
The PUMA report is available purely digitally. This offers the advantage that it is accessible everywhere and for anyone. With moving images and interactive elements, it can offer a playful experience that gives readers an active role. An annual report in printed form offers added value wherever companies want to give their stakeholders something of value. After all, a physical object still conveys that something is permanent – and is therefore also a sign of special appreciation for the recipient. Print may be increasingly disappearing as a mass medium, but it is on the rise as a premium product.