Secret Sounds Connect



CAMPAIGN: Puma Archives Uncovered
TYPE: Sponsorship Strategy/ Content / Artist Alignment
EXECUTION: We engaged the Black Lips, Danimals, Philadelphia Grand Jury and Dappled Cities to delve into the archives of music they love and perform a cover song for Puma Archives as part of their set at Laneway Festival. We captured the performance, which went out through Laneway channels and media post event. The campaign also included a backstage wardrobe for Laneway artists, merchandise collaboration, onsite photo booth and ‘last tickets to Laneway’. The in-store promotion saw over 300 people line-up outside Puma Sydney and Melbourne concept stores prior to the opening.