Puma hearts soccer.
So much so that it teamed up with Toronto-based Zulu Alpha Kilo to prominently display the brand’s positioning, “Love = Football,” in a way that seems to damage private property.
The eye-catching wall mural, located in the heart of Toronto’s Little Italy, appears through a trick of the eye to be 3D. It’s part of the second phase of activity touting Puma’s sponsorship of the Italian football team for the 2010 FIFA World Cup. The first included human foosball, a referee penalizing pedestrians and a viewing of a World Cup qualifier between Italy and Ireland.
“Nowhere will you find more love for the World Cup than in the heart of Little Italy,” says Zak Mroueh, president/CD, Zulu Alpha Kilo.
“It’s amazing to see people’s double-take as they pass a larger-than-life football. We thought it would be a great way to kick off the campaign and create excitement that the World Cup is coming.”

advertiser: Puma Canada
agency: Zulu Alpha Kilo
CDs: Zak Mroueh,
Joseph Bonnici
AD: Mark Francolini
copywriter: George Ault
designer: Grant Cleland
illustrator: Michael Fellini
account executive: Sarah Jue
agency print producer:
Eileen Smith