3st kommunikation
PUMA Online Annual Report 2020
Because PUMA believes that a strong team is essential for progress, the company dedicated its online 2020 annual report to all those who make success possible: the PUMA Family. This includes manufacturers, customers, landlords, banks and all other partners with whom the effects of the COVID-19 pandemic could be mastered together. After a very challenging year, the report thus features PUMA CEO Bjørn Gulden and football star Neymar Jr. talking about how being part of a family can help overcome even the most difficult situations; and actress and model Cara Delevingne and football stars Dzsenifer Marozsán and Antoine Griezmann reveal what they value about the PUMA Family. Against a black background, the online annual report vibrates with energy. While the header is a quick-cut collage of sports and lifestyle, silhouettes glowing in blue and red dance across the screen and attach themselves to the protagonists. No matter where the reader is in the report, it invites them to scroll further, discover small animations or GIFs and thus playfully get to know the company and its family.
Statement by the Jury
The concept of dedicating PUMA’s 2020 annual report to the “family” has been realised masterfully. Based on an emotionally engaging colour scheme, the protagonists emerge all the more vividly and captivate the reader with personal stories. Numerous dynamic elements that emphasise the contrast to the black-and-white photographs authentically reflect the performance strength of the sporting goods manufacturer and credibly convey the idea of closeness.
Credits
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Client:PUMA SE, Herzogenaurach, Germany
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Design:3st kommunikation, Mainz, Germany
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Project Team:3st kommunikation: Sarah Pilgrim (Art Direction) Thilo Breider (Concept) Marcel Teine (Creative Direction) Robert Habi (Editorial Work) Kai Stabel (Programming)
