Our first job with PUMA was to create the global campaign for the South Africa 2010 World Cup that connected with PUMA’s strong ties to Africa, but would resonate across the world. Our newly developed ‘Love = Football’ platform combined with the PUMA's well-established relationship with Africa gave us a unique and powerful position that we knew could break through and connect with our audience. We traveled to Africa to capture the real spirit, joy and love for the game from the real people. Together with our star athletes we were able to create a beautiful,inclusive and exciting football campaign that spoke to people’s hearts.
 
The campaign came to life across all communication channels, from TV to Print, to OOH and online, as people took the campaign into their own hands and extended it to the heart of football – to the pitches, and to their own games, all across the globe.