“Because I Got HIGH”

It's bloody hard to marry insight to execution, but when it works, it's wonderful.

-> Insight: Running gives you a natural high
-> Spotify search: High
High school Musical ❌
Highway to Hell ❌
High (a classic from the Lighthouse family - but no) ❌
Because I Got High -> Afroman ✅ ✅ ✅

Like the wonderful Nike creative I shared last week ('Stairs'), the juice always comes from a tiny nugget of insight, then layering in culture and audio and a beautifully crafted art direction. ‘Go Wild’ is the result of Puma’s biggest consumer research project in the history of the brand.

Sell a feeling, not just a product.

Well played, PUMA Group and adam&eveDDB.