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The PUMA Unity Initiative

Award: Yellow Pencil

Yellow Pencil / Branding / Brand Experience & Environments / 2011

The 2010 World Cup in Africa inspired PUMA to physically convey one continent’s unity through one exclusive kit. The Unity kit used the African sun, sky and soil as its inspiration, and all proceeds went to the United Nations Environmental Programme (UNEP). The initiative culminated in the African Football and Music Festival in Paris where Ivory Coast, Cameroon and Ghana joined together to play a match as a Unity XI team versus an Africa XI team. In a football first, players from all three nations were united by the special kit, while their former team mates wore their respective national kits.

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