PUMA

THE ASK: As part of the Multicultural Advertising Internship Program, I was asked to create a campaign using a line from a song.

THE INSIGHT: The hardest part of an active lifestyle is starting it.

THE IDEA: Show people that their lowest days are behind them the moment they get active.

THE DOG DAYS ARE OVER

The Big Idea

Dogs? A man’s best friend. Dog days? A man’s worst enemy. We have all experienced those deep summer and winter days where productivity and motivation are lower than rock bottom and the point of trying seems moot. Sometimes people become stuck in a rut and when they have finally had enough of it, they don’t know where to start. And when the dogs can’t stay, is when the cats get to play.

With Puma, their sneakers and other athletic wear will reignite your energy and ambition, allowing you to fight the fatigue. Each of my print advertisements highlights a different dog-related idiom that emphasizes the feeling of defeat or lack of motivation. This is challenged by the alternative option of becoming active and making a change. The tagline, “The dog days are over,” serves as a call to action and the definitive choice to end this stagnant state.