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2019 One Show - Social Media

The Unfollowed

Agency Havas Melbourne / Cremorne

Client PUMA Australia
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Annual ID

OS_SM19053M

About the Work

The sports industry is built on the sponsorships of a famous few, with big brands throwing their support behind the biggest names. But for every celebrated sports star, there are thousands of unknown, undiscovered and up and coming athletes that are dedicated to their training but receive no recognition. So we turned PUMA into Australia’s largest talent scout, creating a platform for recognising and recruiting dedicated unknown athletes. The campaign took unknown athletes from the street and celebrated them in PUMA ads that called upon other dedicated athletes to join The Unfollowed for the opportunity to be sponsored by PUMA and become the face of the 2018 PUMA campaign. A launch social film celebrated real unknown athletes and called upon others to join The Unfollowed and share their training via #theunfollowed. PUMA then sponsored them, showcasing their dedication to the world and providing them with support and PUMA training gear.