Agency: LaFourmi


July 2nd, a new chapter in the history of the legendary football club Olympique de Marseille was written beneath the feet of around twenty young players from Marseille. Olympique de Marseille’s two new jerseys for the 2023/2024 season were unveiled by PUMA during a tournament that brought together players aged 10 to 12 from FC La Castellane.

The activation, conceived and produced by the agency LaFourmi for PUMA, took place at the summit of Les Riaux, amidst the limestone rocks of the port L'Estaque and the Mediterranean Sea.

A competition – 20-minute matches, 2 semi-finals, a final, and a third-place playoff – with 24 players, branded in PUMA from head to toe, fervently followed by the coaches of the Football Club de la Castellane

Fervor reigned on the pitch as well, where, to the surprise of onlookers, the 2 new PUMA jerseys for the 2023/2024 season were gradually revealed. As the young players played, tackled, attacked, and defended, the paint on the field faded away, unveiling an epic mural in the club’s colors.

Beneath their feet, the new home and away jerseys emerged, in a painting where they were worn by deities of the land and sea, echoing the origins of the city of Marseille.

PUMA and their agency LaFourmi created the first jerseys to be unveiled through the passion of an entire community, on the specially-prepared pitch, writing a new chapter in the Club’s history...

To add to the excitement, the event was set to the beats of DJ Andyman, a renowned Marseillais DJ, and hosted by Taylor Sossa. In between matches, the audience enjoyed a high-flying demonstration by Mélody Donchet, a six-time world champion in freestyle football.

This professional campaign titled 'THE STORY IS BEING WRITTEN BENEATH YOUR FEET' was published in France in July, 2023. It was created for the brand: Puma, by ad agency: LaFourmi. This Experiential and Integrated media campaign is related to the Sportswear industry and contains 1 media asset. It was submitted 3 months ago.


Marketing and Communications Director: Thomas Lanis
Football Brand Manager: Antoine Cretenet

Creative Director: Clément Cimarro
Strategy Director: Jordane Rabute
Strategic Planner: Quentin Deremble
Account Director: Louis Pierre-Adolphe
Account Manager: Mikaël Ramirez
Account Executive: Laura Conroy
Art Director: Raphaël Bonan
Copywriters: Clément Cimarro, Nicolas Telion

Production Manager: Elena Giorgi
Photographer: Nicolas Copin
Video: Plein Format

Euroser Dairy G...


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