Friday, October 7, 2022

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    Puma musicians highlight realities of being a girl in the social media era

    Puma has dropped a campaign featuring musical artists Le Juiice, Amaria BB, Bellah and Sha Simone that highlights the realities of being a girl in the era of social media.

    Created by The Elephant Room, ‘Here. We Can Be’ is a fast-paced short that features a group of young women dancing and singing together. Coinciding with the launch, a ‘Listening Party’ will take place in London and Paris. Girls and non-binary individuals are invited to share a space with incredible musical artists, perform with them and discuss their own experiences.

    Shannie Mears, co-founder of The Elephant Room, said: “Being challenged to work out what is happening in the lives of young women meant listening to the research, and making sure those voices felt heard. Our artists are an amazing example of just being real and true to what they do. Collectively, we thought this was an important campaign to work on.”

    The campaign will run in JD stores across Europe, as well as on various social media channels.

    Nina Taylor, creative director of The Elephant Room, added: “Being a teenage girl is more difficult than ever, with a relentless pressure to show up or act in a certain way. The campaign ‘Here. We Can Be.’ gives young women a platform and space to be themselves, whoever they are, wherever they’re at. Our music artists were central to the storytelling, inspiring our audience through their own lived experience.”


    Client: Puma UK
    Louise Howley
    Saffron MilliganAgency: The Elephant Room
    Creative Director - Nina Taylor
    Head of Talent - Shannie Mears
    Head of Design - Khutina Griffiths
    Creative Producer - Benj Opoku
    Client Partner - Amelia Blashill
    Account Manager - Krystal Ude
    Head of Strategy - Matt Bamford-Bowes
    Creatives - Adam Fish, Luke Gray & Tom CarrProduction Company - Greatcoat Films
    Exec Producer/Head of Production - Sandra Spethmann
    Producer - Lucy May MilesFilm Director - Sannchia Gaston
    Photographer - Olivia Richardson
    DOP - Natasha Duursma
    BTS - Daniel SadovyakStylists - El-shaddai Nyagodzi & Leila Afghan
    MUA - Chloe Rose
    Hair - Aaliyah OkeEditor - Post Carlton
    Colourist - Daniela Roatru
    VFX - Lee Delves
    Color producer - Glassworks
    Sound Design - The Music Lab

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